Desigual is launching a pioneering pop-up concept in women’s fashion for travel retail, which it will present at next month’s IAADFS Duty Free Show of the Americas (Atrium A).
Called “˜The HappyBox’, the new concept is a lightweight, wooden, modular structure with an “˜easy close and open’ lockable system. Available in two formats – Standard with 24sq m selling space and Premium with 45sq m selling space – The HappyBox is said to be easy to transport, set up and operate. It also comes with built-in fitting rooms, electricity and lighting; and is fireproof and waterproof.
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The HappyBox offers a flexible and reusable selling solution, says Desigual |
The HappyBox can display Desigual’s apparel, leather and accessories ranges: In the Standard format, the structure provides capacity for 90 SKUs and 246 units, and the Premium format holds 138 SKUs and 432 units.
Desigual Head of Travel Retail Marco Gadola said: “Individuality and innovation is part of Desigual’s DNA. We are an atypical brand. The HappyBox creates a perfect pop-up solution and is something completely new for the fashion category in travel retail.
“Desigual is bringing an economical, flexible, reusable and productive selling solution that helps underpin the travel retail industry’s constant challenge to provide something new, trendy and surprising for flyers. We look forward to rolling out The HappyBox in travel retail over the coming months,” Gadola added.
For more information, e-mail Marco Gadola, Head of Travel Retail, Desigual, at m.gadola@desigual.com.
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The HappyBox allows retailers to bring Desigual to “new, previously unthinkable, locations” |
