The Daily Edited is opening a pop-up shop in Dymocks’ George Street flagship store in Sydney later this month, where it will offer a capsule range of its best-selling items in the week leading up to Mother’s Day.

The fashion accessories label is offering desk and tech products and smaller accessories in a range of colours and styles, and will be personalising them on the spot.

The pop-up reflects Dymocks’ strategy to offer more non-book products and gifting options in stores, general manager Sharyn Villaverde said.

“This is a fresh approach for Dymocks, and perfectly complements the stationery and non-book range already offered in our flagship Sydney store,” Villaverde said.

The Daily Edited co-founder Alyce Tran told Inside Retail that while the digital-first brand’s partnership with the 140-year-old bookstore chain may seem odd at first, she has been impressed with Dymocks’ success for some time.

“Dymocks have clearly performed so well in this changing retail landscape, [and] the opportunity came up for us to pop up in one of the key Dymocks stores,” Tran said.

“I thought it would be a great opportunity to get our brand in front of a slightly different audience.”

The Sydney flagship isn’t the first Dymocks store to experiment with non-book products. The retailer set aside 15 per cent of its floor space in its newly opened store in Melbourne’s Highpoint shopping centre for gifts, cards and stationery due to changing customer demand.

The brand also recently expanded beyond retail in 2018, opening an education business, Potentia, in September.

Dymocks managing director Steve Cox said the retailer plans to roll out 30 Potentia sites over the next five years, and that the offering is part of its long-term strategy of developing new vertical markets, which push the business in different directions, while complementing its retail offering.

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