It’s never been easier to launch a new product than it is today. With the rise of platforms like Shopify and Squarespace, new brands can get out the door faster than ever.
This has led to a massive increase in the number of better for you CPG brands…
Especially as consumers have taken much more of an interest in what goes in and on their bodies.
Pop Up Grocer is the first ever pop up grocery store designed to help these emerging brands get exposure by serving as a launch pad, while offering a space for conscious consumers to discover new products. They also have an eComm store where people can build their own product boxes or choose a curated one. Their pop ups have been hosted across the nation in ~10 cities and last for 30 days.
The first *permanent* Pop Up Grocer just opened in NYC at the beginning of March 🥳
The store features 400+ new products from the most innovative and exciting food, beverage, health & wellness, home, pet, beauty and body care companies. All of which are better for you and better for the planet.
Pop Up Grocer doesn’t work with distributors, but rather, directly with founders and small teams (which is what sets them apart from traditional grocery stores).
The founder, Emily Schildt, and her team discover most of the brands they work with through social media and referrals.
Emily refers to Pop Up Grocer as an “influencer retailer” and platform for possibility. Meaning once you’re open for discovery through their doors, digital channels, local events and influencer partnerships, you can…
→ Get into a larger retailer
→ Gain media attention
→ Make a strong connection with an investor or brand
→ Broaden your customer base and brand awareness
For these reasons, they charge a flat marketing fee called a “showcase fee”
And from there, there’s favorable brand revenue share for sales that happen in store. This is different from larger retailers who charge slotting, distributor, promotion, coupon and demo fees.
Emily wants to make it easy for brands to get exposure to larger buyers, which is why they have this unique model.
Brands are also able to take sales data from their time in Pop Up Grocer to retailers to eliminate or reduce their slotting fee. Emily and her team strive to bring “contextual shopping” to consumers so they can get an understanding of the
→ Founding story
→ Human aspects of the brand
→ Ingredients
→ Sourcing
→ Manufacturing process
And more “behind the scenes” elements that aren’t always showcased in larger retail locations.
The very first Pop Up Grocer included brands like FLY BY JING, Wholly Veggie, and Pan’s Mushroom Jerky that have grown to be much larger since.
Wholly Veggie credits their nationwide launch in Whole Foods Market to Pop Up Grocer since they were first discovered by a buyer there 🙌
