Arena launches roving pop-up storesby on May 24, 2012
Arena France is launching a new distribution channel: pop-up stores set up in partnership with retailers at swimming events. Complete with changing cabins and a range of branded product displays, these stores are easy to build and a test has shown that they could generate twice as much turnover as ordinary booths. Arena France, which has been particularly pro-active in distribution in the last years, with the opening of its own stores and shop-in-shops, sees a potential for pop-up stores at about 50 swimming events in the country. It formed a team that will help retailers to set up and run such stores from the start of June.