For years 13, AYM has been a beloved online brand known for its sustainable women\u2019s fashion. But in December, they stepped into something entirely new\u2014their first-ever physical retail experience. The week-long pop-up shop was an exciting, refreshing, and ultimately insightful journey for the brand, revealing just how powerful in-person shopping can be.<\/p>\n\n\n\n
We sat down with Alie Mackintosh, AYM\u2019s Founder, to reflect on the pop-up experience, what went well, and the lessons that other eCommerce brands can learn from their venture into the world of physical retail.<\/p>\n\n\n\n
The primary goal of AYM\u2019s pop-up was to understand customer behaviour in a physical retail setting. With a well-established online presence, they were eager to see how customers would interact with their products in real life.<\/p>\n\n\n\n
\u201cBeing online-only, we had never seen our customers try things on before. Seeing how they engaged with our clothing, what they gravitated towards, and how they styled pieces was invaluable,\u201d Alie explained.<\/p>\n\n\n\n
By watching customers browse, feel fabrics, and try on garments, AYM gained a level of insight that isn\u2019t possible through online analytics alone. This kind of real-world feedback helped them identify which products resonated most and what sizing or fit issues needed addressing.<\/p>\n\n\n\n
Despite careful planning, AYM encountered some surprises\u2014both positive and challenging.<\/p>\n\n\n\n
AYM quickly learned that having ample space allocated to changing rooms is essential. Almost every visitor wanted to try on clothes, leading to unexpected queues. The team at AYM was quick to adapt, adding a couple of extra changing room areas that helped alleviate the queuing. <\/p>\n\n\n\n
Another unexpected moment was realising just how far people were willing to travel. Customers came from across the UK, and some even flew in from Germany just to visit the store\u2014something AYM had never anticipated.<\/p>\n\n\n\n
That said, timing proved to be a challenge. Hosting the pop-up just before Christmas meant that many early gift shoppers had already completed their purchases. In hindsight, an earlier December date would have been more strategic, and Alie is also considering brand activations during other times of the year. <\/p>\n\n\n\n
Space is everything in a pop-up shop, and AYM had to make careful choices about how they arranged their store. They experimented with a ticketed entry system, which helped control foot traffic and ensured that customers had a relaxed shopping experience.<\/p>\n\n\n\n
\u201cThere\u2019s a fine balance between making the store feel full and buzzing but not overcrowded. We wanted people to feel comfortable, not rushed,\u201d said Alie.<\/p>\n\n\n\n
One key takeaway was that while more clothing rails generally mean more sales, there\u2019s a trade-off\u2014too many products can make the space feel cramped. AYM also found that having dedicated seating areas improved the overall shopping experience, making customers more inclined to stay and browse.<\/p>\n\n\n\n
For a brand that has built its reputation online, AYM wanted to ensure that their physical store reflected their digital identity. One of the biggest differences between eCommerce and in-store shopping is that customers can physically feel the quality of garments\u2014something online brands often struggle with.<\/p>\n\n\n\n
\u201cWe\u2019re now thinking about how we can bring this sensory experience to our website,\u201d Alie shared. \u201cThat could mean more video content, better close-up imagery, or even virtual try-on tools.\u201d<\/p>\n\n\n\n
While in-person brand activations are effective, scaling them globally is another challenge. AYM is now considering how they can create immersive digital experiences that replicate the benefits of a physical pop-up.<\/p>\n\n\n\n
Following the success of their London pop-up, AYM is now exploring expansion into other UK cities such as Manchester, Glasgow, and Edinburgh.<\/p>\n\n\n\n
Beyond the UK, North America is also on their radar, with locations like Los Angeles, New York, and Canada being potential hotspots for future activations.<\/p>\n\n\n\n
\u201cWe\u2019re even toying with the idea of a mobile pop-up\u2014a travelling fashion bus that lets us bring the AYM experience directly to our customers,\u201d Alie said.<\/p>\n\n\n\n
To manage foot traffic and create a more intimate setting, AYM used Ticket Tailor to implement a ticketing system. Customers could book free or VIP (\u00a35.99) slots, with paying attendees showing higher attendance rates with the added benefit of a tote bag and hot chocolate to sip while browsing. <\/p>\n\n\n\n
Many customers praised the pop-up for feeling like a personal shopping experience, which is something AYM plans to incorporate into future activations. The ticketing system enabled the team to ensure the store was properly staffed for the amount of customers booked in. It meant that every customer could have a more intimate service. <\/p>\n\n\n\n
\u201cThe feedback was amazing. People loved the exclusivity of a ticketed experience. It felt more curated and special,\u201d Alie noted.<\/p>\n\n\n\n
Customers wanted more than just a store\u2014they wanted an experience. AYM carefully curated every element, from music and lighting to the overall atmosphere, ensuring a calm and welcoming environment.<\/p>\n\n\n\n
\u201cWe worked with draping artists to make the space feel warm and inviting. It wasn\u2019t just about selling clothes; it was about creating an experience people would remember,\u201d said Alie.<\/p>\n\n\n\n
Monitoring crowd levels was also crucial. The team adjusted store elements – such as closing the door if noise outside became too loud – throughout the week to maintain a stress-free atmosphere, making sure customers had the best possible time in the store.<\/p>\n\n\n\n
One unexpected highlight was the changing rooms turning into a community space. Customers engaged with one another, giving styling advice and sharing opinions\u2014a level of organic interaction that\u2019s hard to replicate online.<\/p>\n\n\n\n
\u201cWe saw people hyping each other up in the fitting rooms. That\u2019s something you don\u2019t get online, and it was really special,\u201d Alie said.<\/p>\n\n\n\n
Now, AYM is considering ways to replicate that peer engagement in their digital space, possibly through social sharing features, review sections, or styling advice platforms.<\/p>\n\n\n\n
For AYM, this pop-up wasn\u2019t just about short-term sales\u2014it was about long-term brand building. They see physical retail as a way to strengthen customer trust and loyalty, which ultimately leads to increased online sales.<\/p>\n\n\n\n
\u201cPop-ups aren\u2019t just about making a quick profit. They\u2019re about engaging with our customers in a way that builds real relationships,\u201d Alie reflected.<\/p>\n\n\n\n
By prioritising meaningful customer interactions over aggressive commercial scaling, AYM is carving out a sustainable, values-driven approach to retail\u2014one that other eCommerce brands can learn from.<\/p>\n\n\n\n
Final Thoughts<\/strong><\/p>\n\n\n\n AYM\u2019s first foray into physical retail was filled with learning curves, surprises, and invaluable insights. From refining store layouts to mastering ticketed experiences and fostering real-life community engagement, the pop-up was a milestone for the brand.<\/p>\n\n\n\n For eCommerce brands considering their own pop-up, AYM\u2019s experience is proof that a well-executed in-person activation can strengthen brand identity, build trust, and drive future growth\u2014both online and offline.<\/p>\n","protected":false},"excerpt":{"rendered":" For years 13, AYM has been a beloved online brand known for its sustainable women\u2019s fashion. But in December, they stepped into something entirely new\u2014their first-ever physical retail experience. The week-long pop-up shop was an exciting, refreshing, and ultimately insightful…<\/p>\n","protected":false},"author":9,"featured_media":35812,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"video","meta":{"_acf_changed":true,"_lmt_disableupdate":"yes","_lmt_disable":"","footnotes":""},"categories":[426],"tags":[415],"class_list":["post-35574","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-pop-up-shop","tag-uk","post_format-post-format-video"],"acf":[],"modified_by":"Robert Rusch","featured_image_src":"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/02\/Featured-aym-600x400.jpg","featured_image_src_square":"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/02\/Featured-aym-600x600.jpg","author_info":{"display_name":"J&J Global Fulfilment","author_link":"https:\/\/www.ecommercefulfilment.com\/author\/james-and-james\/"},"_links":{"self":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/posts\/35574","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/comments?post=35574"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/posts\/35574\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/media\/35812"}],"wp:attachment":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/media?parent=35574"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/categories?post=35574"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/tags?post=35574"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}