A pop-up initiative in Massachusetts is helping small businesses gain exposure by giving them a retail space in high-traffic communities for a limited time.
The goal of Project: Pop-Up is to help up-and-coming businesses grow by building connections with local entrepreneurs, customers and municipalities.
The initiative lets small businesses without a storefront test out a physical location at a reduced cost. Brands can rent these spaces without committing to a long-term lease or pay the dues associated with a brick-and-mortar location.
“Project: Pop-Up is a grant-funded, public-private partnership, which makes it accessible to emerging brands that might otherwise struggle with the longer-term commitment and financial burden of leasing a brick-and-mortar space,” founder of Project: Pop Up and its parent company UpNext, Allison Yee said in a press release. “The initiative actively works to lower barriers to entry by offering marketing support, event stipends, and buildout resources, creating a turnkey experience for entrepreneurs.”
Project: Pop-Up has granted space to more than 70 businesses since its inception in 2021.
The program initially piloted in Newton and Needham, but has expanded to more than 12 municipalities including Acton, Brookline, Burlington, Gloucester, Lexington, Lowell, Melrose, Wakefield, Wellesley and Westborough. Some of these communities have several pop-ups, helping Project: Pop-Up reach more than 20 locations and counting.
Lily and Hannah Barrett, who co-founded the pop-up bookshop Read My Lips Boston, are some of the many business owners who have benefitted from Project: Pop-Up. The bookshop was at Project: Pop-Up’s location at 497 Main St. in Melrose from Dec. 10-15.
The Barrett sisters have hosted pop-ups at breweries, wine shops and coffee shops around Greater Boston every month. However, these settings can be crowded, noisy and only last a few hours. By having their own space, the Barrett sisters are able to better connect with customers.
“The foot traffic in Melrose Center is fabulous, and we’ve had a lot of fun meeting everyone who stops by,” Lily Barrett said in a press release. “It’s a new experience welcoming folks into a space that we’ve been able to transform into our own.”
Businesses apply for Project: Pop-Up by submitting an application online. Businesses are chosen after being reviewed by various partners and stakeholders, including the UpNext team. Project: Pop-Up places an emphasis on serving disadvantaged businesses, as well.
“We’re looking for local brands that bring unique, innovative concepts — whether that’s in product, service, or experience — that align with the goals of revitalizing and enhancing the area,” Yee said. “We also encourage businesses that are passionate about building a strong connection with the local community and that are excited about the opportunity to experiment with a brick-and-mortar presence.”
More than 100 emerging brands and entrepreneurs applied to Project: Pop-Up’s pilot program, but only 15 were chosen. These businesses were given a storefront for two to three months at a subsidized rate.
The brands were 100 percent locally-owned, 80 percent woman-owned, and 40 percent BIPOC-owned. Afterwards, 94 percent of the businesses continued to grow through brick-and-mortar retail channels. In addition, 53 percent have converted from pop-up to permanent tenancy.
Project: Pop-Up has also partnered with repeat businesses, including Housse Studio, which participated in the Main Street Melrose pop-up in 2023. The design studio will be back at the same location from Dec. 17-22.
Not only did the pop-up help founder Annie Damphousse create content and boost brand awareness, it also allowed her to better connect with the Melrose community.
“Experiences like this remind me of the power of human connection and the joy it brings,” she said. “I find so much joy in meeting people one-on-one and sharing my work with them.”
Project: Pop-Up also gives participating businesses essential resources like marketing, public relations support and access to expert guidance. For example, all brands at the Melrose location receive a year of access to The Retail Playground, an online community and resource hub for entrepreneurs.
A list of current, past and upcoming pop-ups can be found on Project: Pop-Up’s website.
