The Short North has recently become a hub for Pop-up Retailers, and Gallery Hop naturally lends itself well to the format of one-day sales. Greg Turner, founder of Fringe Outfitters, is looking to capitalize on the pop-up trend as he opens a version of his business this Saturday for a four hour sale at 1177 North High Street in the Garden Theater Building.
We recently spoke with Greg to find out more about his pop-up shop, what type of products he’ll have for sale, and what the future holds for his retail business.
Walker Evans: First, can you tell us a little bit about where everything began?
Greg Turner: Fringe Outfitters started out of a passion for the fashion industry. It encompasses the rush I get from design, creativity, and a struggle to find my purpose in life after failed attempts of getting a “real job” after college.
WE: Where did you go to school?
GT: I’m a Columbus native and I’ve spent most of my time here, with the exception of four great years at Ohio University in Athens. I graduated in 2009 with a B.A. in Political Science. I managed Ohio University’s Student Union so I have managerial experience and retail experience from various winter break and summer jobs. After graduation, I worked a few jobs but I was underemployed. I also spent a few months volunteering. So these experiences all helped bring me to my entrepreneurial senses.
WE: So you’ve already operated Fringe through online sales and trunk shows… tell us a bit about this approach and why you chose it over starting a traditional brick & mortar store from day one.
GT: The online portion of the business started to develop in August. It officially went live and online in November, and I had a launch party on December 19th at Wild Goose Creative. I’ve seen trunk shows done in other cities, and while speaking to retailers and shop owners here in Columbus, I heard that it was a great way to grow the business, build the brand and get in touch with customers.
WE: So where did the idea for the pop-up shop come from?
GT: The pop up shop has been embedded in my head after I visited a friend in New York City during Christmas 2008. The Great Recession had just taken its stronghold on the American way of life. Retailers were feeling the effects of the growing lack of consumer confidence. I checked out a few retail areas in SOHO and Times Square and saw that big retailers were coming to the consumer by the way of pop-up shops. They were filling up vacant commercial spaces, putting their employees on the streets and using music and other incentives to lure in shoppers. I became reacquainted with this model again when Toys R Us did a pop up shop at Easton last year. After talking to a few mentors and boutique owners Downtown and in the Short North, I thought it would be a great way to both fill a vacant space and to grow Fringe Outfitters sustainably and responsibly.
WE: So what sort of merchandise will you be selling in your pop-up shop?
GT: We will offer some good deals from last season and a collection of new Spring designs. Other items available include screen printed t-shirts, dresses, tunics, men’s and women’s shirts, polos, flannels, madras plaid shirts and various accessories. I’ve partnered with other local small business owners as well. The Attic, Stinkybomb Soap and a few others will also provide their products for sale.
WE: So how much decor and display are you able to work into one space for a four-hour pop-up shop?
GT: I’ve been able to decorate and let the brand show through the space with a well balanced approach and by keeping sustainability in mind. There are a number of industrial, modern and eclectic fixtures that fill the space in an elegant way. I want Gallery Hop and pop-up shop enthusiasts to know that it is both a pop up shop and an online store.
WE: Do you think you’ll be doing this type of pop-up format again in the future?
GT: Yes, I plan to have it for Gallery Hops and expand it into every weekend. With the support of shoppers and the Short North neighborhood I’d like to have it open two days a week, on Fridays and Saturdays.
WE: Does this mean you have plans to grow into a more permanent retail store?
GT: Absolutely. However I’d like to continue to grow the boutique with a sustainable and responsible approach. It is my intention to sign a lease in the current pop-up shop space and help continue the progress at the northern end of the Short North.
WE: Anything else we should know for Saturday?
GT: We’ll have music provided by DJ A1 Sauce, have some artwork provided by 83 Gallery and the Ely Brothers will have their Awesomatic Photobooth set up!
More information can be found online at www.FringeOutfitters.com.
Read More about Fringe Outfitters at TheMetropreneur.com: “New Online Retailer Carries Green, Locally Made Clothing“.