Upmarket vacuum cleaner brand Dyson has opened its first bricks-and-mortar shop, with a 1,200 sq ft pop-up store at Bluewater that opened yesterday.
The store will be open for six weeks and, although an experiment, could lead to Dyson opening permanent stores in future. Dyson has sold directly via its ecommerce site since 2007.
The window display will include an industrial-sized robotic arm from Dyson’s test facility, and the store will be staffed by Dyson employees.
“People are intrigued by our technology and the pop-up is a chance for them to quiz our engineers and see how things work,” said global creative director Jim Turner.
Brands as diverse as Marmite and Prada have joined the craze for pop-up shops this autumn, capitalising on the weakness of the retail property market.