{"id":1332,"date":"2016-08-24T18:12:05","date_gmt":"2016-08-24T18:12:05","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=1332"},"modified":"2026-07-16T17:16:07","modified_gmt":"2026-07-16T17:16:07","slug":"nutella-nike-pop-stores-boosting-hong-kong-retail","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/nutella-nike-pop-stores-boosting-hong-kong-retail\/","title":{"rendered":"From Nutella to Nike, Pop-Up Stores are Boosting Hong Kong Retail"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/nutella-nike-pop-stores-boosting-hong-kong-retail\/#Popping_up_in_Hong_Kong\" title=\"Popping up in Hong Kong?\">Popping up in Hong Kong?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/nutella-nike-pop-stores-boosting-hong-kong-retail\/#Adrien_Kerbrat\" title=\"Adrien Kerbrat\">Adrien Kerbrat<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div><p class=\"lede-dek\"><strong>Brands capitalize\u00a0on falling rents to open <a href=\"https:\/\/www.thestorefront.com\/search\/hong-kong\/retail\">Pop-Up Stores<\/a>\u00a0in Hong Kong&#8217;s\u00a0high-end shopping\u00a0districts, and brands appear in malls they cannot typically afford\u00a0<\/strong><\/p>\n<p class=\"lede-dek\">Why is Lorraine Lam waiting in line for two hours at a tony Hong Kong mall to buy the same Nutella spread that grocery stores sell for much less?<\/p>\nSo she can get her friend\u2019s name on the label. Nutella\u2019s Pop-Up Store in the Pacific Place center is swamped with customers willing to spend $HK80 ($10) for a 350-gram (12-ounce) jar of the hazelnut confection with a personalized touch. The\u00a0Ferrero SpA\u00a0brand is selling almost 1,000 jars a day from its counter.\n\n\u201cI rarely go to the mall because I need to take a one-hour bus ride to get here,\u201d said Lam, a 21-year-old university student. \u201cBut this time it\u2019s worth coming.\u201d\n\nWith retail sales in Hong Kong declining for 16 straight months, brands such as Nutella and Havaianas are capitalizing on falling rents to open temporary outlets in some of the city\u2019s high-end shopping\u00a0districts. At the same time, anchors\u00a0such as\u00a0Nike Inc.\u00a0are trying to generate more traffic by \u201cpopping up\u201d in front of mall walkers with new or limited-edition products.\n<figure class=\"inline-image inline-media center \">\n<div class=\"inline-media__unlinked-image\"><\/div>\n<div class=\"inline-media__caption\">\u00a0<img decoding=\"async\" class=\"aligncenter wp-image-1335 size-full\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/Untitled-3.jpg\" alt=\"Untitled-3\" width=\"515\" height=\"250\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/Untitled-3.jpg 515w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/Untitled-3-300x146.jpg 300w\" sizes=\"(max-width: 515px) 100vw, 515px\" \/><\/div><\/figure>\n\u201cRetailers are trying more aggressively to adjust to changing consumer demand by providing more \u2018special\u2019 and better-quality products,\u201d said Angel Young, managing director of market researcher Nielsen Hong Kong and Macau. \u201cPop-up stores bring new excitement to customers.\u201d\n\nMalls like Pacific Place in Admiralty and Wharf Holdings Ltd.\u2019s cavernous Harbour City in Kowloon long relied on a steady stream of mainland Chinese shoppers loading up on\u00a0Louis Vuitton\u00a0handbags and Cartier watches.\n\nBut now those high spenders are spurning Hong Kong in favor of Tokyo and Paris, while less well-heeled shoppers worry about\u00a0China\u2019s decelerating economy and the city\u2019s social and political tensions, culminating in the violent Occupy protests. The number of mainland Chinese visitors\u00a0to the city declined for a 13th straight month in June to\u00a03.2 million, according to the Hong Kong Tourism Board.\n\nThat\u2019s triggering a decline in retail sales, which\u00a0<a href=\"https:\/\/www.statistics.gov.hk\/pub\/B10800032016MM06B0100.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" data-web-url=\"https:\/\/www.statistics.gov.hk\/pub\/B10800032016MM06B0100.pdf\" data-tracker-action=\"click\" data-tracker-category=\"nav\" data-tracker-label=\"inline_link.01\">fell<\/a>\u00a0almost 11 percent during the first six months of the year, according to the Hong Kong government. Sales in June fell 8.9 percent, exceeding analysts\u2019 estimates.\n<figure class=\"inline-image inline-media center \">\n<div class=\"inline-media__unlinked-image\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/pop-up-stores.png\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/pop-up-stores.png 488w, https:\/\/assets.bwbx.io\/images\/users\/iqjWHBFdfxIU\/isWqBrJEGZxs\/v2\/628x-1.png 628w, https:\/\/assets.bwbx.io\/images\/users\/iqjWHBFdfxIU\/isWqBrJEGZxs\/v2\/750x-1.png 750w, https:\/\/assets.bwbx.io\/images\/users\/iqjWHBFdfxIU\/isWqBrJEGZxs\/v2\/-1x-1.png 1200w\" data-attachment-key=\"302688227\" \/><\/div><\/figure>\nTo cushion the blow, commercial landlords are searching for new ways to generate foot traffic at the bevy of malls. They\u2019re giving space to brands that typically don\u2019t cater to high-end shoppers, and they\u2019re allowing brands already there to experiment.\n\n\u201cPop-up stores offer freshness,\u201d said\u00a0Kitty Choy, director of the retail business for\u00a0Hysan Development Co.\u00a0\u201cThe element of surprise keeps shoppers anticipating to discover: What is going to come next?\u201d\n\nThe company\u2019s Hysan Place in tourist-mecca <a href=\"https:\/\/www.thestorefront.com\/search\/hong-kong\/causeway-bay\">Causeway Bay<\/a> has hosted pop-ups featuring the Nike, Kiehl\u2019s, Uniqlo and Nespresso names. Also,\u00a0Lululemon Athletica Inc.\u00a0introduced Sunday morning yoga classes in the public space to generate buzz for its store.\n\nNike set up a miniature basketball court that also showcases its sneakers. The company uses pop-up retail around the world to offer unique\u00a0products, analyze customers\u2019 running styles and support promotional tours by endorsers such as NBA superstar\u00a0Kevin Durant.\n\n\u201cIt\u2019s a great way to offer immersive experiences for consumers,\u201d the Beaverton, Oregon-based company said in an e-mail.\n\nAt\u00a0Sun Hung Kai Properties Ltd.\u2019s APM mall in Kwun Tong, one local celebrity is using a pop-up to launch his own brand of cookies. Actor and singer\u00a0Nicholas Tse is selling four different flavors at his outlet until Dec. 1.\n\nPop-ups are coming late to Hong Kong after being regular fixtures in the U.S. and Europe for almost\u00a0two decades. Opening small outlets in out-of-the-ordinary locations can help brands connect with customers that normally wouldn\u2019t shop in their traditional stores, said\u00a0Michael Cheng, Asia Pacific &amp; Hong Kong\/China retail &amp; consumer partner at\u00a0PricewaterhouseCoopers LLP.\n\n\u201cIt can be a good start for retailers,\u201d Cheng said. \u201cIf they can turn the traffic in the pop-up stores to long-term customers online, the model can effectively boost sales without signing long-term store leasing contracts.\u201d\n\nNutella, owned by Ferrero, opened its pop-up counter in Pacific Place on Aug. 1. On a recent weekday, the line of customers snaked around the counter and down the mall in front of sparsely populated stores.\n\nLam said she was buying jars as a birthday gift. After ordering, she had to wait about 20 minutes for the employees to personalize them.\n<figure class=\"inline-image inline-media center \">\n<div class=\"inline-media__unlinked-image\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/pop-up-stores-8.jpg\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/pop-up-stores-8.jpg 488w, https:\/\/assets.bwbx.io\/images\/users\/iqjWHBFdfxIU\/ifsHl.fPHZ9A\/v0\/628x-1.jpg 628w, https:\/\/assets.bwbx.io\/images\/users\/iqjWHBFdfxIU\/ifsHl.fPHZ9A\/v0\/750x-1.jpg 750w, https:\/\/assets.bwbx.io\/images\/users\/iqjWHBFdfxIU\/ifsHl.fPHZ9A\/v0\/1200x-1.jpg 1200w, https:\/\/assets.bwbx.io\/images\/users\/iqjWHBFdfxIU\/ifsHl.fPHZ9A\/v0\/-1x-1.jpg 2200w\" alt=\"People line up for a personalized Nutella jar.\" data-attachment-key=\"302690671\" \/><\/div>\n<figcaption class=\"inline-media__info\">\n<div class=\"inline-media__caption\">People line up for a personalized Nutella jar.<\/div>\n<div class=\"inline-media__credit\">Photographer: Anthony Kwan\/Bloomberg<\/div>\n<\/figcaption><\/figure>\nThe company has sold more than 17,000 personalized jars from the pop-up, which closes Wednesday.\n\n\u201cWe are very surprised and delighted to see the campaign has been so well-received by Hong Kong consumers,\u2019\u2019 the company said in an e-mail.\n\nNot too far away is a Mexican cafe that <a href=\"https:\/\/www.boom-asia.com\/en\/2016\/07\/08\/summer-escape-havaianas-brickhouse-popup-store\/\">doubles up as a pop-up store for Havaianas<\/a> flip-flops. At one end, people sit at converted 55-gallon drums having beer and nachos from the Brickhouse restaurant. At the other, customers choose from a rainbow-colored wall of flip-flops.\n\n<img decoding=\"async\" class=\"aligncenter wp-image-1336 size-full\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/20160708093506-intro_resized_773x464.jpg\" alt=\"20160708093506-intro_resized_773x464\" width=\"773\" height=\"464\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/20160708093506-intro_resized_773x464.jpg 773w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/20160708093506-intro_resized_773x464-300x180.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/20160708093506-intro_resized_773x464-768x461.jpg 768w\" sizes=\"(max-width: 773px) 100vw, 773px\" \/>\n\nThe open-layout store is selling 40 percent more shoes than the brand\u2019s traditional brick-and-mortar locations, said Peter Solomon, executive chairman of Havaianas\u2019 Hong Kong distributor Electric sekki. With regular stores, retailers need to pay for renovation, lighting and storage space. Pop-ups just need a counter and a display, he said.\n\n\u201cWe will definitely open more pop-ups in Hong Kong,\u201d Solomon said. \u201cWe can take that model from location to location, using it multiple times.\u201d\n\n<em>by Daniela Wei and Frederik Balfour<\/em>\n\n<em>Article sourced from\u00a0<a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2016-08-23\/why-nutella-and-nike-have-hong-kong-shoppers-lining-up-for-hours\">Bloomberg<\/a>\u00a0<\/em>\n\n\n<div class=\"s2p-cta\" style=\"border:1px solid #DDDDDD;border-radius:14px;padding:22px 24px;margin:32px 0;font-family:inherit;background:#FFFFFF\">\n<p style=\"margin:0 0 8px;font-size:11px;letter-spacing:.14em;text-transform:uppercase;font-weight:700;color:#4A494B\">For brands<\/p>\n<h4 style=\"margin:0 0 6px;font-size:19px;line-height:1.3;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Popping_up_in_Hong_Kong\"><\/span>Popping up in Hong Kong?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p style=\"margin:0 0 16px;font-size:14.5px;color:#4A494B;line-height:1.5\">Explore short-term spaces in Hong Kong with Storefront.<\/p>\n<a href=\"\/search\/hong-kong\" style=\"display:inline-block;background:#5DD297;color:#1A1A1A;font-weight:700;font-size:15px;padding:12px 22px;border-radius:9px;text-decoration:none\">Explore Hong Kong spaces<\/a>\n<\/div>\n\n\n\n<div class=\"s2p-author\" style=\"display:flex;gap:16px;align-items:flex-start;border-top:1px solid #DDDDDD;margin:36px 0 0;padding:22px 0 0;font-family:inherit\"><img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/6255af24ce7cff65f798f633e79aa967?s=96&#038;d=mm&#038;r=g\" alt=\"Adrien Kerbrat\" width=\"64\" height=\"64\" style=\"width:64px;height:64px;border-radius:50%;flex:0 0 64px\"\/><div><p style=\"margin:0 0 4px;font-size:11px;letter-spacing:.12em;text-transform:uppercase;font-weight:700;color:#4A494B\">Written by<\/p><h4 style=\"margin:0 0 6px;font-size:17px;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Adrien_Kerbrat\"><\/span><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/ak\/\" rel=\"author\" style=\"color:#1A1A1A;text-decoration:none\">Adrien Kerbrat<\/a><span class=\"ez-toc-section-end\"><\/span><\/h4><p style=\"margin:0 0 8px;font-size:14px;color:#4A494B;line-height:1.55\">Adrien Kerbrat is Chief Revenue Officer and co-founder of Storefront. With more than 10 years in commercial real estate, he is an expert on the French market and short-term retail across Europe. Based in Bordeaux and often in Paris, he writes on pop-up strategy, retail location, and the French retail landscape.<\/p><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/ak\/\" style=\"font-size:13px;color:#1A1A1A;font-weight:700;text-decoration:none\">More from Adrien Kerbrat &rarr;<\/a><\/div><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Brands capitalize\u00a0on falling rents to open Pop-Up Stores\u00a0in Hong Kong&#8217;s\u00a0high-end shopping\u00a0districts, and brands appear in malls they cannot typically afford\u00a0 Why is Lorraine Lam waiting in line for two hours at a tony Hong Kong mall to buy the same Nutella spread that grocery stores sell for much less? So she can get her friend\u2019s [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":1333,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[202],"tags":[],"class_list":["post-1332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-trends"],"qubely_featured_image_url":{"full":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1.jpg",2200,1472,false],"landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1.jpg",1121,750,false],"portraits":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1.jpg",478,320,false],"thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1-150x150.jpg",150,150,true],"medium":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1-300x201.jpg",300,201,true],"medium_large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1-768x514.jpg",768,514,true],"large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1-1024x685.jpg",1024,685,true],"1536x1536":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1.jpg",1536,1028,false],"2048x2048":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1.jpg",2048,1370,false],"qubely_landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1.jpg",1121,750,false],"qubely_portrait":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1.jpg",478,320,false],"qubely_thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1.jpg",140,94,false],"yarpp-thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/08\/1x-1.jpg",120,80,false]},"qubely_author":{"display_name":"Adrien Kerbrat","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/ak\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/retail-trends\/\" rel=\"category tag\">Retail Trends<\/a>","qubely_excerpt":"Brands capitalize\u00a0on falling rents to open Pop-Up Stores\u00a0in Hong Kong&#8217;s\u00a0high-end shopping\u00a0districts, and brands appear in malls they cannot typically afford\u00a0 Why is Lorraine Lam waiting in line for two hours at a tony Hong Kong mall to buy the same Nutella spread that grocery stores sell for much less? So she can get her friend\u2019s&hellip;","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/1332","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=1332"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/1332\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/1333"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=1332"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=1332"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=1332"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}