Wholesaler Aneva has made a successful pop up store debut at the SO:ME space in South Melbourne and has returned there this month.
Managing director Anna-Maria Nonis decided to try the innovative retail concept as a way of getting in touch with the people who buy her products from retailers.
“Due to the wholesale nature of our business, we rarely come in contact with the end consumer,” she says. “Our pop up store allows us to sell directly to the consumer, which gives us a huge buzz but also enables us to gauge firsthand the reaction that consumers have to our product range.”
Designers and stylists Curio & Curio recommended the SO:ME site to Aneva because they thought it would be a good fit for its products.
Nonis says the initiative is a great space for young designers, always feels fresh because it is constantly changing and being at the South Melbourne Market means there is a strong flow of customer traffic.
While Aneva is selling a wide range of its products including deco drums and Mali bangles, its best-selling products at the SO:ME space are its Gigi chairs and papier range.
Aneva will be back at SO:ME from April 2 to July 7 and October 30 to December 29.
“Being the designer and wholesaler we rarely come into contact with the public. It has given us great satisfaction to be able to interact directly with the buying public and it’s nice to have positive feedback from the retail shoppers. It is also beneficial to us as we can understand what people are looking for in our products.”
