GPT pushes pop ups
Property company, The GPT Group, has appointed Popup Brands to market its short term retail space.
Popup Brands is an online marketplace for listing and booking short term commercial spaces by the hour, day, week, or month.
GPT is the first Australian property group to work with the Sydney-based start up to advertise casual leasing sites across three of its shopping centers.
“By creating a national market, Popup Brands gives brands and short term retailers an easy way to find and book short term commercial space directly with landlords,” said Marianella Watman, founder of Popup Brands.
“This was tough for tenants until now, because there was no single place to look for a short term space so finding the right space for their brand took lots of legwork,” Watman said.
Similarly, there was no single marketplace for businesses such as GPT to promote short term shopping centre spaces to those wanting to run pop ups.
John Rankin, director – new revenue, GPT, said the platform provided by Popup Brands will help GPT to connect with short term space seekers by making the process simple and efficient.
“Pop ups are a great way to provide our shoppers with a constant flow of new experiences and offers. We also see the potential for big savings on traditional casual leasing expenses like brochures and print advertising,” said Rankin.
Watman said GPT’s partnership with Popup Brands has offered brands and short term commercial tenants a way to find and book spaces anytime from anywhere.
“Leasing managers can track and respond to enquiries fast. Popup Brands is also a great tool for experiential and advertising agencies to book spaces directly with landlords,” she said.
“More than bringing space owners and seekers together, we give both enterprise operations and entrepreneurs the tools to turn adversity into opportunity. In less than a year, we’ve connected over $250K worth of short-term commercial opportunities. They range from popup shops and cafes to big brand promotions or people looking for space to share.”
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