The development is part of the company’s strategy to build brand awareness and capitalise on consumer exposure as it updates its branding, and modernises its collateral to support the company.
“We are really excited to be expanding the business in this way as we are bound to learn more about our customers from having the pop ups to be able to take the Mrs. Fields experience to new groups of customers at a variety of locations, build brand awareness, and offer customers a taste of what Mrs. Fields offers instore,” said Andrew Benefield, CEO, Mrs. Fields.
The pop up store, which is the first for the company, will be in operation for the next six to 12 months.
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