Pop-up Store Activation
As Country Director for Love, Bonito's expansion into the North American market, I lead business development initiatives, which includes offline expansion and physical brand activation via retail pop-up. I led the successful launch and operation of our long-term pop-up store on Broadway in Soho NYC from June to Dec 2023.
Soho NYC Pop-up Store
The brand's first physical presence in North America was a strategic move to rapidly elevate brand awareness and establish trust with the local audience, showcasing the exceptional quality and authenticity of Love, Bonito.
The Execution:
I spearheaded the successful launch of the pop-up store from conceptualization to execution. I led all aspects of the project, including market research, location selection, lease negotiation, store concept & design, and marketing strategies to maximize visibility. I also managed influencer and community partnerships & in-store events drive traffic and engagement post launch. The pop-up store became a key touchpoint in strengthening the brand's connection with the local market, boosting awareness, and demonstrating Love, Bonito's commitment to quality.
The Impact:
Pop-up drove 30% of total new customers for market since launch
Accelerate omni-channel new customer acquisition by >100%
Big uplift in revenue and acquisition contribution from key NYC boroughs
Strong halo effect to eCom channel: x2 revenue YoY
Omni shopperʼs average LTM spend was 1.5x higher than ONL only
Launch Party: 200 attendees, 190+ press coverage (3.2B reach), 70+ organic social posts (300M+ impressions)
Store Activations
To drive foot traffic, brand awareness, and community engagement, I led my team in creating a series of in-store events, including exclusive showcases, influencer meet-and-greets, and a monthly "Living Room Conversations" program featuring women leaders in diverse fields. These events not only connected with local customers but also generated valuable content shared through our organic online channels, strengthening brand affinity among our broader audience beyond NYC.
