Unfettered greed and short-termism are endemic to the retail property market across London, and the outcome is moribund empty shops.

A pop-up shop selling women’s swimwear has opened across the street from me. At first glance this might smack of desperation as the first real frost of the year hits London.

In this corner of the Capital however there are probably sufficient numbers of affluent types to mean that there’s a ready market for those seeking a little Caribbean solace over Christmas.

It’s an almost welcome addition to a high street that has seen a lot of small retailers go under over the last twelve months and nothing has come in to take their place.

NW1 pop-up shop

NW1 pop-up shop

Almost, because it’s actually not very good (hence the reluctance to name either the shop or the location).

What is clear is that the temporary incumbent of these premises is in it for a quick buck.

Yet it could have been so much better. The fact is that a little love and care, such as has been lavished on the Eastpak pop-up in Spitalfields (it’s this week’s Store of the Week), can yield something that is worth visiting and which breathes life into an empty unit that would otherwise be a mild eyesore.

And there are probably a couple of reasons why the swimwear pop-up is the way it is. The first of these is unfettered greed. The street on which it is located is a piecemeal affair with retail premises owned by multiple landlords, all of whom are in it for the main chance.

Nothing wrong with this perhaps, but the outcome has been that many would prefer to see an empty unit rather than rent at what they consider to be the market value (i.e. two or three times what a shop is worth).

So be it, but why not charge a nominal rent, allow pop-ups in and create something that will make more permanent retail residents consider this as a location worth splashing the cash on?

This is the other point. The pop-up in question could have been so much better if the landlord had viewed it as part of a marketing effort and perhaps given a little money towards the fit-out.

That there is a shop, even for just a few weeks, is certainly better than nothing, but there is a mild sense of being underwhelmed.

Short-termism is endemic when it comes to rents and the outcome is another series of moribund empty shops.

And if you’ve read this far and want to know where it is, here’s a clue: NW1.