Direct-to-consumer (DTC) brands are skyrocketing in popularity — the shopping experience is convenient. But the downside is that you have to buy the product untouched and unseen. 

That's where pop-up stores come in. Not only these stores present consumers with the elements of fresh feel, exclusivity, and surprise, they give DTC and digitally native brands the opportunity to interact with their consumers and showcase their products - in person. 

No wonder there are more pop-up stores popping up everywhere. 

On today’s show, Chris talks to Melissa Gonzalez, retail strategist and CEO of The Lionesque Group. Since 2009, The Lionesque Group has worked with leading and emerging brands to open more than 150 brick and mortar locations. Their impressive client list includes Nordstrom Local, Madison Reed, Sally Hansen, Purple, Amazon Video and many more. 

Melissa dives deep into how pop-up stores are developed in a variety of shapes and how digitally native and DTC brands decide on their brick-and-mortar locations. Melissa shares her story of working with Purple (the world's first comfort tech company selling mattresses and pillows) to find their pop-up stores.

Last but not least, don’t forget to check out Melissa’s new book, The Pop Up Paradigm: How Brands Build Human Connections in a Digital Age!