Launching next month, Co.Lab’s a new pop-up retail concept that aims to make it easier for DTC brands to integrate brick-and-mortar stores into their business models. 

Billed as introducing “a new era of retail” it’s being launched by temporary store specialist Lone Design Club and property giant Landsec. 

They aim to “break down the barriers to entering physical retail” by offering a range of bespoke large shop-in-shop units, smaller concession spaces, and kiosks/counters.

The pair said they also want to “revolutionise the retail experience by fostering community and providing a platform for discussion and education to help shoppers make thoughtful shopping decisions”.

The first opens in Cardiff’s biggest shopping centre, St David’s Dewi Sant, from 26 September until 29 December. The 5,000 sq ft space is being transforming “into a vibrant shopping destination where over 80 brands can test, experiment, and grow”. Affordable rents will be shared among the participants.

“Revolutionising the shopping experience and supporting the growth and success of modern DTC brands”, the set-ups will allow then to showcase their products “in environments tailored to reflect their unique identities”, they said. 
 
And as the target retailers are digital based, the spaces aim to be fully tech-integrated, “providing an omnichannel view and the ability to track digital engagement online sales and web traffic. This allows brands to see how the pop-up is cost-effectively expanding their UK presence and attracting new customers”.
 
Additionally, Co.Lab features a shared multi-use event space designed for product launches, customer engagement events, and immersive experiences, further enhancing the space’s appeal and functionality. 
 
At the core of Co.Lab “will be community and customer experience”. A central community manager and a team will run the destination and event spaces, “ensuring lively, vibrant events are happening at all times”. 
 
A dedicated styling lounge will offer personal styling, colour analysis and other unique 1-2-1 experiences. Alongside this will be an events programme consisting of immersive VIP, customer, press, and influencer activities and daily promotions and workshops, targeting local and travelling shoppers. 
 
Lone Design Club’s founder and CEO Rebecca Morter, who’s behind a host of innovative retail concepts for fledgling businesses t major venues, said: “Having supported over 3,000 brands into retail locations across the past six years… we saw the need for easier access, relevant and community-driven spaces.

“Opening a store is no easy feat, and often, we forget the marketing and community essential to its success. Co.Lab not only creates a stepping stone retail journey for the most exciting DTC brands to test and try, but it gives more – a fully fledged events programme, a sense of place and community; it gives a physical home to these brands’ digital communities.”