Digital shopping app WhereWolf aims to demonstrate the future of shopping with its first pop-up store in London’s Covent Garden.
Arranged over two floors and 1,700 sq ft at 6 Slingsby Place, St Martin’s Courtyard, the store will feature a range of products from several leading British and European independent designers such as Emin & Paul, Rachel Entwistle, Blake Mill, Eudia and more. Collections will be a combination of products currently available as well as a preview of their upcoming collections, all digitally updated every hour.
Using the WhereWolf app shoppers will be able to browse the collections in store on their phone to check for sizing and availability, create alerts for any price drops and order items for immediate click and collect, rather than wait the industry standard of 48 hours. WhereWolf says its objective is to demonstrate the vision for a more reliable high street.
“We are very excited to launch our first UK pop-up in St Martin’s Courtyard, one of London’s most bustling and fashionable neighbourhoods. The constant high footfall at this central London location makes it the ideal destination for us to share our vision for the future of retail. We are looking forward to sharing our vision of how the high street needs to be digitally transformed in order to offer something unique for consumers in the future,” said WhereWolf founder Dhruv Bonnerjee.
The pop-up, which runs from 3-15 August, will also stage a programme of fashion masterclasses and workshops, offering exclusive and intimate sessions that introduce shoppers to the brand owners and allow them to interact with the product.
WhereWolf is the first digital shopping app for high streets designed to make in-store inventories searchable for shoppers to check size and store availability in real time. The app can detect the location of consumers and allow them to search for products in high street stores. As well as driving footfall to store, it provides an alternative to e-commerce services such as click and collect, as it works in real-time and items can be collected immediately.
The app is in its beta stage and has been downloaded 8,500 times. Bonnerjee said he was driven to launch the app as searches on Google for “nearby fashion” have risen exponentially and because 80% of retailers’ inventory is located in physical stores and “invisible” to the online shopper.
“We wanted to add a new dimension to the high street by making [physical inventory] searchable too. We want shoppers to be able to find exactly what they want, near them,” he added.
Pop-up specialists Appear Here acted as the lettings agency on behalf of Longmartin Properties. Charles Owen, Portfolio Executive at Shaftesbury, said on behalf of Longmartin Properties: “WhereWolf choosing St Martin’s Courtyard for their first UK pop-up shows not only the quality and popularity of the destination but also our ability to provide a platform on which to showcase innovative retail concepts for brands that are at the forefront of the industry. By marrying the traditional bricks and mortar store with a digital shopping assistant, WhereWolf will add something totally new and inspiring to our strong line-up.”