This year, finding gifts for everyone on your Christmas shopping list will be a breeze with the Apartment 49 pop-up store in Central, Hong Kong. Open from November 16 to 26, the pop-up displays Apartment 49’s carefully selected curation of unique products you can’t find elsewhere in Hong Kong. The products are usually sourced from up-and-coming designers, typically but not exclusively from Australia. With an extensive range of products, customers will be able to find gifts for anyone on the Christmas list for either family, partners or colleagues for this year’s Secret Santa.

Apartment 49 is a brand founded by friends that stocks products from abroad which are otherwise unavailable in Hong Kong. They only stock products that they love themselves and think there is a market for in Hong Kong. The 3 year old company has quickly grown into a multifaceted marketplace with over 700 products available online with a range that includes accessories, homewares and lifestyle products.

Their pop-ups are known to be relaxed affairs, with customers enjoying a coffee as they browse the products on display. This year’s pop-up is focused on finding unique Christmas gifts. “With our selection on display here, there is something for everyone on your shopping list,” Georgina Woods, Founder of Apartment 49 said. “Whether it’s for your mum, dad, siblings or a Secret Santa office gift, we have something that covers everyone.” Especially earrings have proven popular as they are easy to ship to family abroad, and the KeepCup reusable coffee cup is the favourite pick for office gifts.

Pop-ups are a central strategy for Apartment 49, as a way to showcase their products and give their customers a way to shop wherever and whenever. “This location in Central is great because the foot traffic is amazing and for existing customers that we reach out to, it’s easy to find and come take a look,” Georgina said. “Especially the ground floor location is really important, so that it’s easy for people to walk by, notice the shop and just walk in.

Georgina said that Storefront was a very useful platform because there was a good range of pop-ups available. “We were especially happy with the easy communication and responsive service we got from Storefront,” she explained. “Storefront helped us secure the type of location we needed, in good condition and centrally located.” Next year, Apartment 49 plans to organise several more pop-ups throughout Hong Kong.

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