BARBOZA: Bochum fashion start-up also launches offline | Westfieldrise

BARBOZA: Bochum fashion start-up also launches offline

Key Facts
  • High-profile presentation of sportswear and lifestyle products in the exclusive atmosphere of a pop-up store
  • Significant increase in brand awareness through appearance on a highly frequented mall site
  • Opportunity to hold exclusive live events on site

Young, ambitious and aspiring: all this applies to the sportswear and lifestyle brand BARBOZA, which moved into its first pop-up store in the Ruhr region for two months in November 2019. Previously known as an online-only retailer, the Bochum-based label took advantage of the Christmas season to gain a foothold in brick-and-mortar business as well. With the support of URW, it succeeded in doing so with sports enthusiasts and fashion fans alike. For the first “offline presentation” of the classic looks from sustainable production, the Ruhr Park Bochum was ideally suited: with over 150 shops and conveniently located on the highly frequented A40 motorway, the nationally known shopping and adventure centre attracts shoppers from near and far to the 116,000 m² sales area.

Great attention in only a short time

Up to ten million shoppers flock to Germany’s largest open-air shopping centre every year. With around 4,500 free parking spaces, many popular and trendy brands and numerous leisure activities, the popular mall in the heart of the Ruhr region is a real crowd-puller and a source of hot deals and new trends. BARBOZA, which was previously active only online, also benefited from this: in just eight weeks in the Ruhr Park, the attractively furnished temporary shop in a central location attracted a broad and high-spending public.

Exclusive pop-up store increases turnover

For the dynamic start-up, the decision proved to be spot on: with comparatively little effort, the pop-up store generated a lot of attention and led to a considerable increase in turnover. In addition to the stylish collections, live promotions on site contributed to this. Among others, shop visitors received a professional portrait photo as part of a charity campaign in exchange for a donation for a good cause.

Such attention-grabbing advertising and promotional opportunities are of course also possible for other retailers and brands at any time. Whether it’s events for product presentations, pop-up stores or stands for brand staging: at Ruhr Park Bochum you are sure to attract the attention of your target group.

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