Six month pop-up for Sirplus to drive customer acquisition

Sustainable menswear brand Sirplus has opened a six month pop-up store on the Kings Road in London. The brand has two permanent stores, but is seeking to extend its market.

The Sirplus brand was founded in 2010 by entrepreneur Henry Hales, who bought surplus shirt material from shirtmakers on Jermyn Street and used it to make boxer shorts. Hales then extended his ranges to include waistcoast and jackets, also made of surplus materials. Sirplus was sold at first via fairs and market stalls, and an online platform was launched in 2011.

Kickstarter funding in 2016 helped the brand raise more cash to invest in its next stage of growth, and allowed a large mobile store to be created in a converted van. A permanent store was opened on Portobello Road two years ago, with a second opening later in Camden Passage. The brand is now using a pop-up strategy to help grow its following, working with Storefront to open the Kings Road store. It has previously operated pop-ups in Islington and Piccadilly.

“Online and physical retail are not separate entities; people do their research online and go into the store and vice versa,” said Hales. “Because we’ve done lots of events and sold from numerous markets, we already have lots of components and we have become very slick at packing up and setting down. We’ve already built all the modular display units, which allow us to be adaptable and changeable, with our retail environments.”

Further Sirplus pop-up stores are planned to help introduce the brand to more customers.