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Online-only brands to sell products at House of Klarna pop-up

Buy now, pay later provider Klarna has opened a unique pop-up store in Manchester, as part of a significant marketing exercise involving some of its key UK retail partners.

From 4-13 October the House of Klarna will reside in a townhouse in King Street, central Manchester, giving visitors a chance to peruse and buy items from an array of its UK clients, including online pure-plays Asos, Beauty Bay, and In The Style.

In total, there are 26 retail names selling their products in the store, including tech titan Samsung, homeware, fashion and gifts retailer Oliver Bonas, sports merchandising player Fanatics, and Mothercare – one of the most recent additions to Klarna’s UK partner list.

Essential Retail was present for the VIP launch night event on 3 October, mingling with a host of sporting and TV celebrities, ranging from boxer Amir Khan and Everton footballer Alex Iwobi, to Love Island’s Joe Garratt and Georgia Steel.

People visiting the store, which is situated in the heart of Manchester’s shopping and commercial district, can only pay by Klarna. They scan a QR code label attached to each item to activate the transaction – and are able to pay in instalments, which is a key feature of the Klarna proposition.

The store is full of what Klarna describes as “Instagrammable moments”, including a bath full of Klarna-branded plastic balls that guests on the opening night were diving into before having the photographs taken.

Throughout the ten-day tenure, various events and services will be hosted in the store – including styling sessions, yoga workshops, and beauty treatments – as Klarna looks to raise its profile and encourage more people to use its services.

In the summer, Klarna opened a similarly experimental pop-up space in London’s Covent Garden.

Luke Griffiths, general manager at Klarna UK, remarked: “Once again we are delighted to welcome people into the Klarna world, this time opening the doors to our very own House of Klarna.

“Our latest foray into physical retail has seen us partner with some of our biggest retailers across nine different rooms – truly showing the diversity of the brands we work with. We hope that the experiential space will inspire and delight shoppers.“