Our First Retail Adventure - Surf Lounge Vancouver Popup
Have you ever considered taking a leap of faith into the world of retail? That’s exactly what we did in 2021, at the tail end of COVID-19 restrictions. It all began with a casual chat over drinks (as all good ideas often do) on a patio in Gastown, Vancouver. As we sipped our cocktails and chatted with our neighbors, the idea of opening our first retail store started to take shape.
What Sparked the Idea for Our Vancouver Pop-Up Store?
Coming out of the pandemic, the business landscape had shifted dramatically. Empty storefronts and vacant spaces were everywhere in the city. One of our neighbors, Scott Hawthorn, casually suggested we consider opening a pop-up store in his building.
My immediate reaction? “F@&k no! That’s the craziest idea ever. I don’t know anything about running a retail store!” While we had plenty of experience with online retail, brick-and-mortar felt like a completely different world.
But later that night, the idea lingered in my mind. Initially, I felt overwhelmed and hesitant about diving into physical retail. There’s always this duality in my brain: for every “F@& no, that’s just crazy,” there’s a small voice whispering, “But why the f@&k not?”
What Changed Our Minds about Retail?
The turning point came as I considered what this pop-up could offer.
Pre-COVID, our business focused mainly on wholesale and online retail. We attended trade shows in cities like Miami, New York, Vegas, and LA to showcase our collections, meet buyers, and gather feedback. While I loved that process, it felt one step removed from the actual customers.
A retail store felt like the perfect opportunity to bridge that gap. It was like hosting a trade show, but with direct access to the people wearing our designs. This pop-up gave us the chance to connect directly with our audience.
Another huge draw was the creative control. In wholesale, boutiques and stores often pick and choose pieces, which can sometimes dilute the overall story of a collection. With our own store, we could merchandise and present our collection exactly how I envisioned it during the design process. It was an exciting way to bring our brand to life.
I finally had the freedom to present the entire story of our brand—effortless, travel-ready designs with a boho-luxe edge.
The Birth of the Surf Lounge Vancouver Pop-Up
After some reflection, we decided to take the plunge—and thus, the Surf Lounge Vancouver Pop-Up was born. The space wasn’t just a retail store; it was a curated experience designed to reflect our brand’s bohemian spirit and love for travel.
The pop-up was divided into sections to appeal to every “tribe.” For brides and wedding guests, we showcased stunning handmade crochet and tie-dye dresses perfect for beach weddings or sun-soaked receptions. Our signature crochet hoodies and shorts added a laid-back, surf-inspired vibe that resonated with adventurers and free spirits.
We also featured a range of pretty day dresses that seamlessly transitioned into beach coverups by simply removing the liners, as well as crochet separates like pants, mini skirts, and crop tops. These versatile pieces captured the essence of effortless, travel-inspired style—perfect for everything from tropical getaways to exploring town or your back yard BBQ party.
Whether you were shopping for a destination wedding, a surf-side escape, or everyday boho essentials, there was something for everyone at the Surf Lounge.
What Did We Learn from Our First Retail Experience?
Opening our first retail store was a learning experience like no other. From designing the layout to creating a memorable shopping experience, every moment taught us something new.
I found immense joy in transforming the space into a visual wonderland. Turning a regular, empty space into a magical visual experience reflecting our brand’s aesthetic.
Every display was thoughtfully crafted to highlight the collection’s bohemian charm, from our signature handmade crochet pieces to silk tie-dye wraps and dresses. We even added a tropical bar to the mix, serving drinks and enhancing the relaxed, surf-lounge vibe.
Beyond the design, we learned the importance of customer interactions. Meeting customers face-to-face gave us invaluable insights into their preferences and allowed us to build deeper connections.
Customers appreciated the workmanship behind each handmade piece and the versatility —perfect for weddings, beach vacations, or simply living the boho dream.
Reflecting on Our Retail Journey
Looking back, I’m so grateful we took that leap of faith. The Surf Lounge Vancouver Pop-Up wasn’t just about selling clothes; it was about building a community and creating a space that celebrated individuality, travel, and creativity.
Our pop-up store may have been temporary, but it was a significant milestone in our business journey. It showed us the power of adaptability and the value of stepping outside our comfort zone.
This may have been our first step into brick-and-mortar retail, but it certainly won’t be our last. Armed with the lessons from this experience, we’re ready for more retail adventures and can’t wait to see where the journey takes us next.
Here is before:
And here is after:
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Sophie Grégoire Trudeau shops at our Surf Lounge Vancouver Pop-up!
In 2021, I hosted the Surf Lounge Vancouver Pop-Up and one of the most unforgettable moments was when Sophie Grégoire Trudeau, wife of Canadian Prime Minister Justin Trudeau, walked through our doors. Later that summer she was spotted wearing one of our handmade crochet tops that she purchased that day. What an honor!
