London retailer launches pop up shop

Lea & Sandeman has opened its first pop-up shop. Based in the London district of Mayfair, the store can be found on the entrance to Bellamy’s Restaurant.

Created to “liven up” the entrance of the restaurant and its oyster bar, the trial concept is also intended to showcase the independent merchant’s best-selling wines to customers in the lead up to Christmas.

Speaking of the initiative, Patrick Sandeman told the drinks business: “This is a fantastic way of showcasing some of Lea & Sandeman’s bestselling wines to Gavin Rankin’s well-heeled clientele [at Bellamy’s], as well as giving them an effortless opportunity of ordering wines for delivery direct to their homes.”

The store, which opened last week, will run through to Christmas and will feature a rolling selection of wines. Currently the store features 12 wines, and Sandeman added: “We will add to the selection on a weekly basis and if the concept works, we’ll increase [listings] as space allows.”

The idea as to whether the venture becomes a more permanent fixture will be reviewed next year.

Award-winning Lea & Sandeman, which joined The Bunch earlier this year, also started a trial with an Enomatic sampling machine in its Chelsea store last month, allowing customers to try before they buy.

Jane Parkinson, 15.11.2010