Fourth & Main is a new London-based clothing line and arts and culture publication. Their pop-up shop opened earlier this week in Newburgh Street. To find out more about why they have popped up, and what the future holds, I emailed founder Nikhil Adwalpalkar some questions. These are the answers:
1 - Why did you decide to open a pop-up shop?
We wanted to create a location where we could interact directly with our customers.
2 - How did you choose the location & find the shop?
Our intention was to be located around Soho. We contacted the Shaftesbury Estate and 17 Newburgh Street was the property they had available. This was fantastic news as it was number 1 on our shortlist!
3 - What are your expectations? How are you going to define it as a successful project?
We are using the store for a range of activities outside of retail hours. These will include exhibitions, private shopping evenings, wine tastings and more. To those ends, the stores’ success cannot be measured in raw sales figure.
4 - What are your future plans regarding retail - will you be opening other high street outlets, or will it depend on experiences from this?
We will be potentially looking at taking on a premises permanently.
Thanks to Nikhil for answering the questions. The Fourth & Main shop is now open in Newburgh Street until late July. Go and have a look!
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