{"id":6505,"date":"2018-05-07T06:00:39","date_gmt":"2018-05-07T06:00:39","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=6505"},"modified":"2026-03-09T13:51:31","modified_gmt":"2026-03-09T13:51:31","slug":"winser-london-discusses-the-success-of-its-customer-first-pop-up-strategy","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/winser-london-discusses-the-success-of-its-customer-first-pop-up-strategy\/","title":{"rendered":"Customer-Led Retail: How Winser London\u2019s Chelsea Pop-Up Drove Footfall and Loyalty"},"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-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/winser-london-discusses-the-success-of-its-customer-first-pop-up-strategy\/#Q_Why_is_this_pop-up_store_ideal_for_your_brand\" title=\"Q. Why is this pop-up store ideal for your brand?\">Q. Why is this pop-up store ideal for your brand?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/winser-london-discusses-the-success-of-its-customer-first-pop-up-strategy\/#Q_What_are_the_3_keys_of_a_successful_pop-up_store_youve_found\" title=\"Q. What are the 3 keys of a successful pop-up store you\u2019ve found?\">Q. What are the 3 keys of a successful pop-up store you\u2019ve found?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/winser-london-discusses-the-success-of-its-customer-first-pop-up-strategy\/#Q_What_is_the_most_challenging_when_launching_a_pop-up_store\" title=\"Q. What is the most challenging when launching a pop-up store?\">Q. What is the most challenging when launching a pop-up store?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/winser-london-discusses-the-success-of-its-customer-first-pop-up-strategy\/#Q_What_idea_will_you_keep_as_a_best_practice_for_the_next_ones\" title=\"Q. What idea will you keep as a best practice for the next ones?\">Q. What idea will you keep as a best practice for the next ones?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/winser-london-discusses-the-success-of-its-customer-first-pop-up-strategy\/#Q_What_are_the_feedbacks_from_your_customers_regarding_the_pop-up_store_What_do_you_think_they_will_take_away_from_it\" title=\"Q. What are the feedbacks from your customers regarding the pop-up store? What do you think they will take away from it?\">Q. What are the feedbacks from your customers regarding the pop-up store? What do you think they will take away from it?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/winser-london-discusses-the-success-of-its-customer-first-pop-up-strategy\/#Q_Why_did_you_choose_this_specific_space\" title=\"Q. Why did you choose this specific space?\">Q. Why did you choose this specific space?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thestorefront.com\/mag\/winser-london-discusses-the-success-of-its-customer-first-pop-up-strategy\/#Q_Why_did_you_book_a_space_when_you_have_several_stores_in_the_city\" title=\"Q. Why did you book a space when you have several stores in the city?\">Q. Why did you book a space when you have several stores in the city?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.thestorefront.com\/mag\/winser-london-discusses-the-success-of-its-customer-first-pop-up-strategy\/#Thinking_about_launching_a_pop-up_in_London\" title=\"Thinking about launching a pop-up in London?\">Thinking about launching a pop-up in London?<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>Winser London knows a thing or two about understanding its customers. With a versatile, easy-to-wear clothing line and a focus on opening boutiques where its audience already shops, the brand has built a loyal following across the UK.<\/p>\n\n\n\n<p>To get even closer to its customers, the brand launched a <a href=\"https:\/\/www.thestorefront.com\/mag\/what-exactly-is-a-pop-up-shop\/\" class=\"ek-link\">pop-up boutique<\/a> in Duke of York Square \u2014 one of Chelsea\u2019s most vibrant retail destinations. If you\u2019re unfamiliar with the area, our <strong>guide to the <a href=\"https:\/\/www.thestorefront.com\/mag\/chelsea-neighborhood-guide-the-chic-side-of-london\/\">Chelsea neighborhood<\/a><\/strong> explores why it has become such a sought-after retail location for brands.<\/p>\n\n\n\n<p>We spoke with Torly Grimshawe, Head of Retail Development at Winser London, about why the brand chose Chelsea, how the pop-up performed, and what other retailers can learn from the experience.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/winser-london.jpg\" alt=\"Winser London pop up in london\" class=\"wp-image-6752\" style=\"width:690px;height:auto\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Q_Why_is_this_pop-up_store_ideal_for_your_brand\"><\/span>Q. Why is this pop-up store ideal for your brand?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Duke of York Square is well known for its luxury positioning and curated mix of fashion, food and lifestyle brands that Winser London sits neatly within.<\/p>\n\n\n\n<p>Winser London offers luxurious quality womenswear to busy women at accessible prices. Our DNA matches with Duke of York Square\u2019s positioning of high quality.<\/p>\n\n\n\n<p>Our main goal in everything we do is to give our customers what they really want. They asked for a pop-up store in Chelsea \u2014 and when the right space became available, we took the opportunity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Q_What_are_the_3_keys_of_a_successful_pop-up_store_youve_found\"><\/span>Q. What are the 3 keys of a successful pop-up store you\u2019ve found?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Location, location, location.<\/p>\n\n\n\n<p>We didn\u2019t choose Chelsea \u2014 our customers asked us to open in Chelsea. We chose Duke of York Square because it is a high-footfall, affluent shopping area. A brand should always consider its target customer before choosing a location.<\/p>\n\n\n\n<p>Oh, and the perfect collection sold by helpful, well-trained staff.<\/p>\n\n\n\n<p>For brands considering their own temporary retail strategy, our <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-london-guide\/\">London pop-up shop guide<\/a> breaks down everything you need to know about launching a successful pop-up in the city.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Q_What_is_the_most_challenging_when_launching_a_pop-up_store\"><\/span>Q. What is the most challenging when launching a pop-up store?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>It can be challenging to represent the true values of a high-quality brand in a temporary space.<\/p>\n\n\n\n<p>For Winser London, it is all about keeping our customers delighted by our collection and our service. That is what we aim to do in every space we sell through, whether it is a physical shop like this or online.<\/p>\n\n\n\n<p>Our solution was to tell our story in the space and delight customers with exceptional service.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/winser-london-1.jpg\" alt=\"Inside the Winser London pop up in London\" class=\"wp-image-6642\" style=\"width:676px;height:auto\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Q_What_idea_will_you_keep_as_a_best_practice_for_the_next_ones\"><\/span>Q. What idea will you keep as a best practice for the next ones?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This time we created eye-catching, high-quality window graphics.<\/p>\n\n\n\n<p>They have really caught people\u2019s imagination and have ensured we have had a steady flow of footfall every day. Everyone loves our windows!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Q_What_are_the_feedbacks_from_your_customers_regarding_the_pop-up_store_What_do_you_think_they_will_take_away_from_it\"><\/span>Q. What are the feedbacks from your customers regarding the pop-up store? What do you think they will take away from it?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The feedback has been so positive. We have had women in-store saying how relieved they are we are here and how wonderful it is to touch, feel and try on the styles.<\/p>\n\n\n\n<p>It\u2019s interesting how much people value trying things on and reassuring themselves about quality in a physical environment. Once customers experience the collection in person, many go on to become loyal shoppers \u2014 either in store or online.<\/p>\n\n\n\n<p>That just underscores what our founder, Kim Winser OBE, intended: to offer high-quality, well-cut clothes at affordable prices. Once you are reassured of the quality, it\u2019s a no-brainer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Q_Why_did_you_choose_this_specific_space\"><\/span>Q. Why did you choose this specific space?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>We had wanted to open in Chelsea for some time, but we know that location \u2014 and the quality of the location \u2014 is key because it positions the brand.<\/p>\n\n\n\n<p>We waited until the right space became available. This space allowed us to present a curated edit of our collection that works perfectly for both local residents and destination shoppers.<\/p>\n\n\n\n<p>It has also created an interesting mix of new customers and existing customers who were delighted to discover us here.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Q_Why_did_you_book_a_space_when_you_have_several_stores_in_the_city\"><\/span>Q. Why did you book a space when you have several stores in the city?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Because we wanted to get closer to our key customers and make shopping with us easier.<\/p>\n\n\n\n<p>We are growing and constantly looking for ways to bring the collection to new audiences across the UK and beyond.<\/p>\n\n\n\n<p>Pop-ups allow us to test locations, meet new customers and strengthen relationships with existing ones.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Thinking_about_launching_a_pop-up_in_London\"><\/span>Thinking about launching a pop-up in London?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Discover available <a href=\"https:\/\/www.thestorefront.com\/search\/london\/retail\">pop-up shops in London<\/a> or explore <strong><a href=\"https:\/\/www.thestorefront.com\/search\/london\/chelsea\" class=\"ek-link\">retail opportunities in Chelsea<\/a><\/strong>.<\/p>\n\n\n\n<p>If you\u2019re planning your first temporary store, our <strong>complete <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-london-guide\/\" class=\"ek-link\">London pop-up shop guide<\/a><\/strong> covers everything from choosing a location to maximizing footfall.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Winser London opened a Chelsea pop-up store at Duke of York Square after strong customer demand. Discover how strategic location, high-quality window displays, and exceptional service helped the womenswear brand drive foot traffic and deepen customer loyalty.<\/p>\n","protected":false},"author":23,"featured_media":6640,"comment_status":"closed","ping_status":"closed","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":"default","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":"disabled","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":"set","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":[5,2458],"tags":[320,245,987],"class_list":["post-6505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-success-stories","category-success-stories-uk","tag-fashion","tag-london","tag-london-brand"],"qubely_featured_image_url":{"full":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL.jpeg",3264,2448,false],"landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL.jpeg",1000,750,false],"portraits":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL.jpeg",427,320,false],"thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL-150x150.jpeg",150,150,true],"medium":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL-300x225.jpeg",300,225,true],"medium_large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL-768x576.jpeg",768,576,true],"large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL-1024x768.jpeg",1024,768,true],"1536x1536":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL.jpeg",1536,1152,false],"2048x2048":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL.jpeg",2048,1536,false],"qubely_landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL.jpeg",1000,750,false],"qubely_portrait":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL.jpeg",427,320,false],"qubely_thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL.jpeg",133,100,false],"yarpp-thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/05\/WL.jpeg",120,90,false]},"qubely_author":{"display_name":"Arielle Crane","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/acr\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-uk\/\" rel=\"category tag\">Success Stories UK<\/a>","qubely_excerpt":"Winser London opened a Chelsea pop-up store at Duke of York Square after strong customer demand. Discover how strategic location, high-quality window displays, and exceptional service helped the womenswear brand drive foot traffic and deepen customer loyalty.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/6505","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\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=6505"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/6505\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/6640"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=6505"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=6505"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=6505"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}