Online retailer Catch has opened the doors to its first bricks-and-mortar store at Chadstone Shopping Centre in a former Toys ‘R’ Us store.

Based on Catch’s concept of providing ‘Screamin’ Good Deals’, the pop-up store stocks the company’s top 500 products across health, beauty, electronics, homewares and other categories, alongside a daily rotation of the most loved-products from leading brands.

“This is an innovative marketing idea by the team at Catch and it is all about meeting customers, acquiring customers and bringing an exciting shopping experience for a limited time,” Catch Group chief executive Nati Harpaz told IRW when the concept was first announced in August.

“Ultimately, we want more customers to know about us and shop with us. Chadstone is Australia’s busiest shopping centre with hundreds of thousands of weekly visitors and we are looking forward to showcasing our amazing deals to this unique customer base.”

More than one million customers visit Chadstone Shopping Centre each week.

Catch Group’s head of marketing Ryan Gracie said the pop-up store offers a new kind of shopping experience. Customers can shop in-store using their personal device, access instant click-and-collect and live chat with the customer service team in Catch’s Melbourne headquarters.

“Shoppers can expect to see hourly deals, two-hourly offerings and daily deals,” Gracie added.

“We have a lot of stock in our back room that we plan to introduce and rotate. Our trading space is 500sqm, while our back room is 1500sqm.”

Harpaz has been quick to quell the idea that the pop-up points to a more permanent physical expansion in the future, stating that “we see ourselves as a pure online retailer and physical space will only be used for marketing purposes”.

“Catch does things differently, that’s always been the way,” Harpaz said.

“Every day our aim is to provide an exceptional shopping experience, now we’re taking what makes catch famous online to an in-store.”

The timing of the pop-up, however, coincides with rumours that Catch is preparing for an initial public offering. Gary Levin was recently appointed chairman of Catch Group’s board.

Opening on Wednesday, October 10, the pop-up store will trade through the holidays until late January.

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