DDi - September 2012 - (Page 12)

12 | Newsworthy | New Stores Goodwill pop-up outperforms permanent stores by 20 percent O n Aug. 1, Goodwill ventured into unknown territory when it launched its first-ever pop-up shop in Washington, D.C. Open for three days, the 2,000-sq.-ft. temporary store outperformed the D.C. area’s 13 traditional retail locations by 20 percent more than the combined average. So, how did this successful idea come about? Turns out the decision to open a pop-up store was inspired by Goodwill’s previous success with its trunk shows, which have been held at a variety of different boutiques, festivals and other retailers over the past several years. The trunk shows included several racks of hand-picked goods from local-area Goodwill stores, and lasted about three hours. “The pop-up shop seemed like a natural evolu- tion of the trunk show,” said Brendan Hurley, chief marketing officer for Goodwill of Greater Washington. “However, it was still just an idea until we met with Gensler and began brainstorming on how we could marry the core competencies of both organizations—Goodwill of Greater Washington’s being retail and Gensler’s being design. When the idea of a pop-up shop was suggested, it was a light bulb moment for all of us, and one that energized both groups.” Together, Goodwill and Gensler created the pop-up concept, titled “Edited by Goodwill.” “We were really inspired by Goodwill’s mission to help people ‘edit’ themselves by offering education and employment training,” said Bonnie Sen, associate at Gensler. “Using that concept as a www.ddionline.com | September 2012 Photos: Bonnie Sen/Gensler http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - September 2012

DDi - September 2012
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Greentailing
Editor’s Choice
Portfolio Awards 2012
Retail Design Luminaries
Retail Design Influencers
Design Firms of the Year
Best Visual Merchandising Programs
Retailer of the Year
Best-Designed Stores of the Year
Retail Standouts
Calendar
Advertisers
Classifieds
Think Tank

DDi - September 2012

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