Amsterdam concept store, Six and Sons is to open a three-day pop-up in London at the end of this month.
The store will open at 42 South Molton Street in Mayfair “prior to selecting a permanent space in London”.
The independent store will launch on 29 October and will run until 31 October. The pop-up will focus on introducing a “curated selection of UK sustainable brands that will later feature in the Six and Sons flagship store in Amsterdam”.
The pop-up will feature “brands and products focusing on sustainability and well-being in a very modern format displayed on digital screens with customers able to order in-store with their mobile phones”.
Six and Sons will be using the pop-up to showcase and “build awareness and provide opportunity for storytelling of the brands involved in the concept”.
With consumers shopping increasingly online due to the Coronavirus pandemic, the company will be using the pop-up to merge both physical and digitals channels of shopping.
Six and Sons co-founder, Ilona Taillade said the store “is a platform for sustainable brands, a bridge if you will, also known as a physical lifestyle magazine, which is designed to be a gateway for brands to enter new markets in a simple, low-risk and a low-cost way, acting as a retail kick-starter”.
“With Covid-19, we are living in extraordinary times where people have changed their shopping behaviour, and therefore we are using the space as a media channel to engage with the audience and tell our story as well as that of the brands in a digital format using a physical space. Our goal is to showcase mindful brands, and drive interest online, not necessarily use the pop-up to generate sales”.
Six and Sons will be launching a selection of UK brands in its domestic market and said that in partnership with the UK Department for International Trade and We Are Pop Up, the labels will be launched in Amsterdam at the Six and Sons store and website between 15 November and 28 December.
The brands feature a range of categories such as fashion, accessories skincare, gifts and food & beverage. This includes Fleet London Clothing, Cucumber Clothing, Pala Sunglasses, Kapdaa Offcuts, Mr Wills Vegan Shoes, Amadeus Bijoux and Scrubd.