We sat down with the Kapten & Son team to learn about this experience, as this was their first international pop-up store. The brand’s goal was to raise both local and international brand awareness. Moreover, Kapten & Son's desire was to offer an additional touchpoint to the customer, who can discover the brand's entire world in one location and learn more about all products.
The decision of opening a pop-up shows the twofold purpose. Following the trend that sees the pop-up as another touchpoint that customers use to get in contact with their brand, and additionally, getting a proof of concept for a permanent retail store in one of Europe’s hotspots. Pop-ups indeed are the perfect habitat to study their customers and understand what their needs are. That’s why they chose a high-traffic shopping street in the heart of Amsterdam in Leidsestraat 60. Matching the highest-impact time of the year, during the Holiday season.
About Kapten & Son
Kapten & Son is a German-based brand but with an international soul. They design stylish accessories for global, independent, adventurous and light-hearted spirits. In 2014, 3 students in Muenster, had the idea of K&S and launched their concept that nowadays is all over the world. As per today, you can find them physically in several important cities of Germany: Berlin, Hamburg, Cologne, Münich, and Stuttgart. Through their website, they are present in Europe and North America. They are focusing on the Benelux (Belgium, The Netherlands, and Luxemburg) market, and this pop-up was part of the strategy for this area.
Moreover, with this first international pop-up in Amsterdam, they wanted to achieve the following objective:
- Create partnerships with local influencers and spread content on social media,
- Raise brand awareness of the brand,
- Learn more about the Dutch customer and specifically the Amsterdam customer,
- Compare sales and profitability KPI’s to the existing permanent retail stores in Germany
- Connect the launch of three new products: a watch, a backpack, and luggage to physical presence.
Kapten & Son pop-up in Amsterdam is the perfect example of how a pop-up can be used strategically to grow your brand, create awareness and learn from your public. We are very proud to have supported Kapten & Son by helping them to find the best location for their project. We are here to help you too, do not hesitate to get in contact with us!