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years. “There are more opportu- nities for small mom and pops to make short term deals,” he says. “Landlords are desperate for any source of income so they can pay their mortgage.” But it’s not just the smaller retailers trying out the concept; the Big Boys are jumping in, too. Published re- ports say that Toys“R”Us is also going all out for the holidays, hiring at least 10,000 people to expand its base and staff its pop- up stores for the biggest shopping season. “We’re not projecting a dramatic increase in the economic environment. We’re saying Christmas will come,” company CEO, Jerry Storch says. “What I need to do is make sure we’re stocked up with the right product for Christmas if that’s being optimistic, great.”
And it’s not just Christmas or other holidays drawing the pop-
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18 November 2010
up crowd. Retailers are using the short term venues to make a statement, try out a new concept or just draw buzz. The New York Times reports that the Architectural League of New York took a 3,100 square foot storefront for two months and used it for a photography exhibit. Dennis P. Brady, the managing director at Jack Resnick & Sons, the building owner, told the Times, “We are not making any money on the deal, but we thought it might be good to show a little life on the street. We figured it’s good for the neighborhood, good for the store and good for the building.” Ellen Baer, president of the Hudson Square Business Improvement District, where the Architectural League leased its space, added, “It helps to showcase available spaces, it brings foot traffic here that might not otherwise come to this neighborhood, and it provides people with activities that are consistent with the theme and vibe of the neighborhood.” ■
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