Baldessarini opens 11 pop-up spaces at various retailers including Peek & Cloppenburg and Ansons. Three more areas are to follow in April, the brand announced on Thursday. The focus of the store concept is the theme “California Glam Spirit”, which was also the inspiration for the collection.
“Right from the start, our idea was to develop a uniform, cross-area concept that can be applied to all our areas: whether it’s a showroom, pop-up or shop-in-shop. It should show the customer at the PoS from afar where they can find what they are looking for,” said Baldessarini Managing Director Florian Wortmann.
Campaigns such as giveaways and customizing products are intended to attract customers to the areas where the key pieces and bestsellers from the current collection are offered.
“The areas are not only very well received by our partners, but our range is also selected to suit the customers, as the sales figures tell us,” says Wortmann to extend pop-up areas for six weeks.”