A Pop-Up Store Hits the Road
Bloomberg Businessweek|June 14, 2021
Cuyana’s store-on-a-truck is a cost-effective way to quickly test locations and products
By Kim Bhasin

A new type of store is popping up at a California mall on June 10. It looks a lot like a regular shop, full of handbags, small leather goods, and jewelry. Oh, except it’ll be outside, and the floors, counters, and racks all fit on a flatbed truck, to be transported and remade anywhere—some assembly required.

Cuyana, a San Francisco-based premium fashion label, is taking its traveling showroom on a summer road trip. The portable pop-up presents retailers and malls with a new way to sell goods, gather data, and try out locations without committing to a larger lease or paying repeatedly for major renovations. Just load the whole thing onto a truck and plop it down somewhere. “Retail’s not going away,” says Shilpa Shah, co-founder of Cuyana. “It just needs to be reinvented.”

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM BLOOMBERG BUSINESSWEEKView All

When Employees Go, Data Can Leave, Too

Cybersecurity professionals fear that job cuts can lead to vulnerabilities

3 mins read
Bloomberg Businessweek US
January 23, 2023

The Word That Went Unsaid at Davos

The outlook among global leaders at the World Economic Forum in Davos, Switzerland, in mid-January ranged from cautiously optimistic to unapologetically positive. Attendees interviewed by Bloomberg News during the proceedings talked about the reopening of China, the warmer-than-expected winter, which has helped keep energy prices down, and the expected surge in other commodity prices that hasn't occurred.

2 mins read
Bloomberg Businessweek US
January 30, 2023

Monster Truck

Mercedes makes the G-Wagen bigger, badder and in a way I didn't think possible better.

3 mins read
Bloomberg Businessweek US
January 30, 2023

A Natural Touch For Jewelry

Collectors clamor for Emmanuel Tarpin’s one-of-a-kind pieces.

1 min read
Bloomberg Businessweek US
January 30, 2023

These Watches Are Not for You

Max Büsser and his band of revolutionaries made products they themselves wanted-and built a huge fandom on the way.

4 mins read
Bloomberg Businessweek US
January 30, 2023

INDEPENDENTS DAY

Small watchmakers are soaring thanks to a boom in timepiece: collecting and a supply crunch among the most famous Swiss brands.

10 mins read
Bloomberg Businessweek US
January 30, 2023

FOREVER 18?

Middle-aged tech centimillionaire Bryan Johnson and his team of 30 doctors say they have a plan to reboot his body

10+ mins read
Bloomberg Businessweek US
January 30, 2023

Big Brother at Bargain

NSO Group and its rivals have made military-grade surveillance software shockingly affordable. The way it was used against the real-life hero of Hotel Rwanda might finally force lawmakers' hands

10+ mins read
Bloomberg Businessweek US
January 30, 2023

Trolling While on Autopilot

Amid falling demand and sudden price cuts, Elon Musk seems determined to take a blowtorch to his car company’s brand

10+ mins read
Bloomberg Businessweek US
January 30, 2023

Tackling Textile Waste

A machine that sorts unwearable clothing is helping divert items away from landfill

3 mins read
Bloomberg Businessweek US
January 30, 2023