Bhumi goes back to nature for first pop-up store
an online store selling organic cotton products will make a move into bricks and mortar retailing when it opens its debut pop-up shop at south yarra, victoria later this month.
bhumi will have the whole range from its bed, bath, bay and body ranges available for customers to experience in the flesh. director vinita baravkar says this is important in understanding the quality of the products.
“we really feel with organic cotton it’s something you have to experience, it’s something you have to feel,” she says. “the avenue of having a pop-up store allows our customers to feel the products because once you feel for example the duvet covers or the sheets, especially the sateen it’s like butter, it’s beautiful, it’s so silky. we’re really excited we’re going to be able to showcase the products [and] allow customers to experience the organic cotton in person.”
the pop-up store will also allow bhumi to test the market for its future physical store. it will hold up to four temporary shops in various melbourne locations to find the best fit.
“it gives us, on the retail side of it, an avenue to try different areas and the beauty of pop-ups is to not sign long term leases and then decide when we want our flagship store, where that’s going to be.”
bhumi’s eco-friendly philosophy will be reflected in the store’s fitout with earthy tones, recycled wood, gum tree branches.
“we’re [also] using recycled light bulbs filled with moss or flowers so we really want to just portray that getting back in touch with nature, getting back in touch with the earth, so to reflect that they’re the things we’ll be using in the store.”
the pop-up shop opens saturday, october 27 at 22 toorak road, south yarra from 11am to 6pm and will run until december 24.