The online fashion retailer About You opened a pop-up store in the Hamburg Alstertal shopping center (AEZ) that will exist until the end of December. The store is located on the former area of the shoe retailer Görtz and extends over around 930 square meters.
Celebrity collections and selected top streetwear brands should be the focus of the range.
In addition, on the occasion of the 55th anniversary of the AEZ, there will be an exclusive anniversary sale with discounts of up to 55 percent. Various social-first activations such as giveaways and challenges should also be announced: indicate the new store inside.
As early as December 2024, ABOUT YOU realized a pop-up outlet with the Christmas Market in the Hamburg Fishery Auction Hall, with the temporary and special staging in the foreground.
However, engagement in stationary trade should remain an exception. “We would like to emphasize that this is a unique, time -limited concept that has arisen in close cooperation with the AEZ. About you continues to pursue a consistently digital business model, so no further inpatient shops or projects are currently planned,” writes about You in a press release.
The Alstertal shopping center is located in Hamburg Poppenbüttel and, according to its own information, houses over 240 specialty shops and shops.