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Pop-up department store FOMO offers retail as a service model

A new ‘pop-up department store’ called FOMO - which stands for Fear of Missing Out – is to launch formally next month in Mölndal Galleria, a new shopping centre in Gothenburg, Sweden. The store will trade for one year.

The store will stock products from a wide range of categories, with a focus on brands that are not widely available in Sweden. Products will change frequently through the year to ensure customers always see something new. Frequent events will drive new kinds of customer experience.

It will also seek to ease entry into the Swedish market for a variety of international brands, offering a Retail as a Service (RAAS) function to test products with a Swedish market – brands can book a space in-store via the We Are Pop Up website.

“The FOMO concept can be considered the WeWork of retail. It will offer convenience and a wow factor by providing limited editions and retail as a service,” says Ilona Taillade, CEO of pop-up retail specialist BrandSpots and founder of FOMO.

The store is located in the Mölndal Galleria development, which has built as a natural extension of the centre of Mölndal, in Greater Gothenburg. It features around 65 stores, cafes and restaurants.

“FOMO want to enrich the shopping experience in a way that feels exciting and innovative. Its urban location in Gothenburg and modern design makes Mölndal Galleria a suitable setting for brands to maximize brand awareness and activation”, says Magnus Bergman, property development director at Citycon, Mölndal Galleria.

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