Goal: Purple was looking to execute an immersive and impactful physical retail strategy, beginning with multiple pop-ups and one showroom in 2019 to grow awareness and viability of permanent locations. Purple embarked on a pop-up strategy up the West Coast to boost sales, educate potential customers, help grow its brand presence, drive a “halo” effect to its existing online business and test the viability of permanent locations.
Locations: University Village – Seattle, WA
Valley Fair – San Jose, CA
Santa Monica Place – Santa Monica, CA
Fashion Valley – San Diego, CA
Purple HQ – Lehi, UT
Lionesque: Purple hired The Lion’esque Group as their full-service partner to craft, design and execute their physical retail strategy well as source and manage the production of the multi-city pop-ups and one permanent location. The Lion’esque Group worked with the Purple team across two phases of work, including brand immersion, ideation, and strategic planning, to craft a year one, branded store pop-up strategy to test the viability of physical retail. TLG worked to create an effective foundation for Purple store rollouts, including a review of project timeline and budgeting that matched creative ideation.
Outcome: The Purple pop-ups allow customers to try out and shop its line of mattresses, pillows, sheets, cushions and dog beds that use its Purple Grid technology, which disperses body pressure and creates cooling air channels. With unique interactive experiences, consumers have the opportunity to understand the Purple Grid technology and how it makes a difference in getting quality sleep.
“WHILE OUR RETAIL ROLLOUT IS STILL IN ITS EARLY STAGES, THE INITIAL CONTRIBUTIONS FROM OUR THREE STORES HAVE EXCEEDED OUR EXPECTATIONS, AND WE LOOK FORWARD TO THE CONTINUED EVOLUTION OF OUR BRICK-AND-MORTAR FOOTPRINT. BUT WHAT’S REALLY GREAT IS…IN OUR OWN STORES, WE’RE SEEING A MEANINGFUL MIX SHIFT UP TO OUR MORE PREMIUM PRODUCTS.”
-PURPLE CEO, COMPANY EARNINGS CONFERENCE CALL, NOV 6TH 2019