Appear Here

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Appear Here
Founded2013; 6 years ago (2013)
London, United Kingdom.
FounderRoss Bailey
Websiteappearhere.co.uk

Appear Here is the leading online marketplace for short-term space.[1] Appear Here's online platform allows landlords to list their empty space for free, for brands to book it as easily as booking a hotel room. Hailed a "Digital game changer for the high street" by The Guardian,[2] Appear Here has raised a total of $21.4 million in VC funding from the previous backers of Hailo, Pinterest, Spotify and Trivago,[3][4][5] and have recently announced a strategic partnership with Fifth Wall Ventures after raising $12 million in series B funding.[6][7] Appear Here launched offices in Paris[8] and New York,[9] and plan to expand further into the US and Europe in 2018.[10] Since launching in 2013, Appear Here has listed thousands of spaces across the UK, Paris and New York, and has over 125,000 brands and retailers using the site. A diverse mix of big names and up-and-coming brands have all found space for their ideas with Appear Here including Net-a-Porter, Supreme (brand), the BBC, Nike, Inc., Kanye West, Coca-Cola, Spotify and Netflix.

History[edit]

The Story[edit]

In the Summer of 2012, Ross Bailey and a friend decided to create a brand called Rock and Rule[11] to celebrate the Queen's Diamond Jubilee. They opened a pop up shop on Marshall Street, Soho to launch it. What surprised Bailey was that almost as many people coming in to buy his Lizzy Stardust T-shirts were coming in to find out how he got hold of the space. Bailey realised that something had to be done to make it easier for these sorts of people to access short-term space and open their own pop up shops.[12] When Rock and Rule closed, Bailey took his share of the profit and put it into launching Appear Here.[13]

Currently, Appear Here lists over 10,000 short-term spaces worldwide, with prime retail properties in major cities such as Bath, Birmingham, Cardiff, Edinburgh, Leeds, Liverpool, London, Paris and Manchester. Over 200,000 brands have signed up to the platform. Google, Apple, LVMH and Kanye West[14] as well as smaller independents and entrepreneurs such as Stylist (magazine), Dollar Shave Club, Away (luggage), Candy Kittens (founded by Made in Chelsea’s Jamie Laing), Littlesmith and 26 Grains[15] have all used Appear Here to launch their ideas. In March 2017, Appear Here helped a Syrian refugee open up his own pop up shop on London's Columbia Road.[16]

Expansion[edit]

In November 2013, Appear Here closed a £1 million funding round, securing backing from Howzat Partners (backers of Trivago), MMC Ventures (backers of AlexandAlexa) and Forward Investment Partners (existing investors and backers of uSwitch and Hailo). Other participants in this round include Meyer Bergman, Playfair Capital and Ballpark Ventures, as well as Marc Hazan (of Spotify) and Miroma Ventures (investors in Pinterest).[17]

In November 2014, Appear Here raised a further £5 million from Balderton Capital to fund its international expansion. In 2016, Appear Here launched in its first international city, Paris.[18] In April 2017, Appear Here expanded to the US, launching in New York.[19] Appear Here later raised $12 million in Series B funding. Leading the round is Octopus Ventures, with participation from Simon Venture Group, and existing investors Balderton, MMC, Meyer Bergman and Playfair Capital.[20]

In October 2017, Fifth Wall Ventures – backed by big names in the real-estate world including Hines, CBRE Group Inc. and Macerich Co. – announced a strategic partnership and investment in Appear Here. Their first international investment, Fifth Wall will help expand the supply on Appear Here's marketplace as it continues its U.S. expansion as the company generates approximately $33M in demand each month.[21]

Company[edit]

Services[edit]

Appear Here makes it easy for brands, retailers and entrepreneurs to rent short-term space. Over 200,000 brands and businesses have signed up to Appear Here, giving them access to over 10,000 high-quality spaces. The whole booking process takes place online, simplifying and speeding up the process of renting space and making it as easy as booking a hotel room. Every idea gets matched to a personal concierge, available 24/7.

Appear Here aims to be more than just a listings site, it also provides resources to inspire and educate their users. Appear Here curates Destination Guides[22] to help people discover the right area for their brand, and more recently launched Collections, which make it easy for brands to search for spaces of a certain type e.g. market stalls, shopping centres, galleries. They provide a series of How To Guides[23] to give their users the most up to date information on setting up shop.


Space for Ideas[edit]

Appear Here launched the first of its Space for Ideas competition in 2015 to discover the next three big ideas in retail. The competition allows the three winning concepts to receive a two-week flagship space in one of the world's top retail destinations: London, Paris and New York. Plus, the mentorship, design advice and budget to bring their ideas to life. In 2017, Appear Here launched their second Space for Ideas competition in partnership with Square.[24] The judge panel included fashion and commerce powerhouses Natalie Massenet (founder of Net-a-Porter), Neil Blumenthal (co-founder of Warby Parker), Nick Jones (founder of Soho House) and Ajaz Ahmed (founder of AKQA).[25]

Partnerships[edit]

Transport for London, April 2014[edit]

TfL appointed Appear Here to introduce pop up shops across its retail estate,[26] including key underground stations such as, Piccadilly Circus tube station, Baker Street, Old Street Station, St. Paul's tube station and Leicester Square. As part of this new partnership, Appear Here took an active role in the curation of Old Street Station transforming it into a new retail destination dedicated to pop-up retail.[27] The station was given a revamp and eight retail spaces within were white-boxed and listed on Appear Here's marketplace. In 2015, Appear Here was awarded Property Week's Placemaking award for Old Street Station. [1]. Since launch, over 500 brands have appeared in the station, including Adidas, Calvin Klein, Jamie Oliver and streetwear concept store Ejder which won Best Pop Up Shop at the Mapic Awards 2016.[28] In 2017, Netflix took over the entire station for the launch of Black Mirror Season 4.[29]

EE (telecommunications company), July 2014[edit]

Appear Here partnered with EE to launch the Pop Up UK campaign. To provide UK businesses with a better insight into the opportunity of pop up shops, Appear Here partnered with EE and the CEBR to investigate the UK pop up retail industry, its contribution to the economy and the barriers it faces.

The research revealed that the UK pop up economy is set to grow by 8.4% over the next 12 months, more than double the growth rate of the traditional high street. However, it also showed that this growth could be higher if barriers to pop up retailers such as the lack of technology and retail space were removed.[30]

Over the next 3 years, the Pop Up UK campaign seeks to help over 3,000 pop up shops with technology and business advice.[31]

Topshop, In-Residence, September 2015[edit]

Appear Here partnered with TOPSHOP TOPMAN in 2015 to list concession space in their flagship store, 214 Oxford Street. This was the first time that concession space within the store was made available to be booked online. There are over 20 spaces available to rent on appearhere.co.uk. The spaces include market stalls, residence walls, retail and event spaces. TOPSHOP TOPMAN is looking for the most exciting brands, independent designers, and undiscovered entrepreneurs to book a space, share an idea and create a moment.[32]

Since launch, over 100 brands have appeared in Topshop through Appear Here, including Spotify and independent jewellery brand Littlesmith who went from 1 Saturday stall in Spitalfields to a permanent residence across Topshop's key stores.[33]

Hammerson, Up Market, May 2017[edit]

Hammerson and Appear Here teamed up to launch Up Market,[34] an initiative to give emerging small businesses and artisan brands the chance to access major malls and prime retail destinations. Curated by Appear Here, Up Market showcases a rotating collection of independent food, fashion and lifestyle brands in bespoke, collapsible market stalls.

As part of a three-year agreement, Up Market has already appeared in six of Hammerson's major shopping centres, opening 37 market stalls across Birmingham's iconic Bullring, Brent Cross (London), One New Change (London), Cabot Circus (Bristol) and Victoria Quarter (Leeds).[35]

Simon Property Group, The Edit, November 2017[edit]

Simon Property Group exclusively partnered with Appear Here to create a new shopping experience inside one of the country's largest and most iconic malls – Roosevelt Field.[36] The Edit is a curated rotating selection of established and emerging independent brands to gives today's shoppers the opportunity to experience new, digitally native brands in a physical space. Inside the mall, 12 spaces have been dedicated to new brands with each space featuring a modular design and tech-enabled walls for brands to use. Brands who've appeared in The Edit since launch include Italian sneaker brand KOIO, Raden smart luggage, millennial-focused Skinnydip London, menswear brand Vitaly and athletic apparel favourite Rhone.[37]

References[edit]

  1. ^ Alex, Synamatix. "MOLESKINE TO OPEN POP-UP STORE IN OLD STREET STATION". thedailystreet.co.uk. Retrieved 24 July 2014.
  2. ^ Kiss, Jemima. "Tech Weekly Podcast: Ross Bailey on a digital game-changer for the high street". www.theguardian.com. Retrieved 2013-03-28.
  3. ^ Titcomb, James. "21-year-old Appear Here founder secures £1m investment". www.telegraph.co.uk. Retrieved 2013-11-21.
  4. ^ Alex, Synamatix. "CHANGING INDUSTRIES: APPEAR HERE". bloomberg.com. Retrieved 7 November 2016.
  5. ^ Partners, Forward. "Portfolio | Forward Partners". forwardpartners.com. Retrieved 2018-02-12.
  6. ^ Grant, Peter. "A Website for Pop-Up Stores Attracts Funding". The Wall Street Journal.
  7. ^ Wayman, Rebecca. "Startup, Appear Here, secures Series B investment to boost growth in America". Bdaily.
  8. ^ Carter, Brea. "In pictures: Appear Here celebrates Paris launch with Fashion Week pop-up". Campaign.
  9. ^ Weiss, Lois. "Expect more pop-up stores in the Big Apple". New York Post.
  10. ^ Wright, Emily. "Former Uber man Chris Bates brings his tech talent to Appear Here". EGI.
  11. ^ "Rock & Rule website". Archived from the original on 28 June 2012.
  12. ^ Griffith, Erin. "Where VC's Will Invest in 2018: Blockchain, AI, Voice, Pets". Wired.
  13. ^ "The 25-Year-Old CEO – Ross Bailey". The Gentleman’s Journal Podcast.
  14. ^ Terrelonge, Zen. "Kanye West pop-up partner Appear Here expands from London to New York". Real Business.
  15. ^ Sheppard, Emma. "How an 'Airbnb for retail' is bringing entrepreneurs back to the high street". The Guardian.
  16. ^ White, Charles. "Chef who fled Syria opens pop-up restaurant in London to raise money for refugees". Metro.
  17. ^ Platt, Ryan. "Retail space marketplace Appear Here raises £1m". startups.co.uk/. Retrieved 2013-11-21.
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  19. ^ Arrigo, Yasmin. "Appear Here reveals US expansions plans". Campaign.
  20. ^ O'Hear, Steve. "Appear Here, a marketplace for short-term retail space, raises $12M Series B". TechCrunch.
  21. ^ Opperman, Roelof. "Fifth Wall Investment and Strategic Partnership with Appear Here". Medium.
  22. ^ Noman, Joseph. "Appear Here Launch "Destinations". www.thelondonindex.com.[permanent dead link]
  23. ^ Jones, Emma. "How to do a pop-up: advice from the experts". www.enterprisenation.com.
  24. ^ Dennis, Lyndsey. "Appear Here launches Space for Ideas competition". Retail Focus.
  25. ^ "Space for Ideas". Appear Here.
  26. ^ Burn-Callander, Rebecca. "TfL to launch pop-up shops in Tube stations". www.telegraph.co.uk. Retrieved 2014-03-12.
  27. ^ Benjamin, Kim (2 May 2014). "In pictures: Old Street Station transformed into shopping and leisure experience". Event. Retrieved 2 May 2014.
  28. ^ Cantwell, Johannah. "MAPIC 2016 Awards: and the winner is…". Global Real Estate Experts.
  29. ^ Barber, Sonya. "Old Street station has had a Black Mirror makeover – and it's freaking people out". Stylist.
  30. ^ Gribben, Roland. "Pop up retailers will deliver £2.1bn to the UK economy this year". www.thetelegraph.co.uk. Retrieved 2014-07-22.
  31. ^ Platt, Ryan. "EE partners with Appear Here to launch pop-up shop campaign". startups.co.uk. Retrieved 2014-07-22.
  32. ^ Williams, Nia. "Appear Here Pops Up in Topshop". techcitynews.com. Archived from the original on 2015-12-13. Retrieved 2015-12-03.
  33. ^ "Permanent Littlesmith concession in Topshop follows pop-up". Retail Design World.
  34. ^ McGregor, Kirsty. "Hammerson partners with pop-up agency Appear Here". Drapers.
  35. ^ Meredith, Catherine. "Hammerson And Appear Here Launch Pop-Up Initiative". Bisnow.
  36. ^ Moin, David. "For Online Brands, Simon Has an Easy Entry Into Brick-and-Mortar". WWD.
  37. ^ Thomas, Lauren. "Pop-up shops find a permanent home at the mall". CNBC.