Uniqlo to launch in Poland with Warsaw pop-up
Fast Retailing’s Uniqlo is set to enter the Polish market with a physical store for the first time. But instead of massive investment in a flagship, the company is to go into the country via a pop-up.
It’s the same strategy that the firm is taking with the debut of its GU brand in the US, with a pop-up allowing it to test the physical store market before a deeper dive.
It has already been selling Lifewear in Poland for six years, but only online. Now it will open a pop-up store in Domy Towarowe Wars Sawa Junior in the centre of Warsaw this autumn. It will cover around 800 sq m across two floors and will offer the women’s, men’s, kids’ and babies’ collections.
Uniqlo Europe CEO Taku Morikawa, UNIQLO Europe CEO, said: “We are extremely pleased to be able to engage with customers in Poland for the first time in person and explain LifeWear — apparel that is created from our Japanese values of simplicity, quality and longevity. The decision to establish a physical presence in this new market builds on our experience of offering customers latest products via the Uniqlo Europe online store. Through our pop-up store we hope to gain a deeper understanding of the Polish market and use learnings to make long-term plans for the future.”
Scott Dwyer, Group MD at Atrium European Real Estate, the owner of Wars Sawa Junior, said the centre is “the perfect place to start a presence in the Polish market for the most popular international brands. The location is right in the bustling city centre, close to the city's busiest commuting hubs, business districts and most popular tourist attractions”.
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