Amazon’s Pop-Up Shops – The New High Street Hero?

News greeted us this week that Amazon is opening ten pop up shops in Wales, Scotland, the Midlands, Yorkshire and the South East as part of a year-long pilot. Appropriately dubbed ‘Clicks and Mortar,’ 100 independent brands will benefit from retail space and expert support to introduce their products to customers their online platform may not have reached.

Launched in conjunction with the small business support organisation Enterprise Nation, it’s a good opportunity for smaller businesses to grow and test an offline presence to give them their first taste of a bricks and mortar presence.

What brands are being chosen? The adult kick-scooter maker Swifty Scooters, the leather electronic device case seller Torro Cases, and the men’s skincare brand Altr for Men. There will also, hopefully, be room for start-up UK fashion brands (remember the Amazon fashion pop up in London last October?).

Testing retail via pop up shops is a great way for fashion brands to test the commercial appeal of their lines. At Fashion SVP last year, Kim Winser OBE – who oversaw £2 billion in annual fashion production for Marks & Spencer – remarked how she tests the commercial appeal of her new clothing brand at pop ups in specific locations. If the pop ups succeed within six to eight weeks, that’s enough for her to know the locations will work long term as bona fide retail outlets.

As for Amazon, it’s a chance to build bridges with the retail industry who view the retail giant as an existential threat. The company has stated they are committed to supporting “the growth of smaller businesses – helping them boost the economy and create jobs across the UK.” Let’s wait and see…

As for i.LEVEL, we are integrated with Amazon which allows our fashion brand clients to trade directly with the Amazon platform as well as keep tight management oversight of their stock. We’re also integrated with Shopify and BigCommerce which allows more entry-points for our client brands to trade with Amazon. Given almost nine in ten Brits shop online at Amazon, and the company’s influence over UK fashion continues to grow, our integration with Amazon is a powerful way for fashion brands to trade with the platform.

If you manage a fashion brand and are looking to trade on Amazon, drop us a line at or call us on 01234 761 757. We’d be happy to tell you about our Amazon fashion integration as well as our integrations with Shopify and BigCommerce.


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