Online retail giant Amazon has started its move to the high street, in partnership with business support organisation Enterprise Nation, as a series of pop-up shops open around the UK.
The temporary stores known as ‘Clicks and Mortar’ will be open for a year and aim to promote up-and-coming online brands that sell through Amazon, and allows potential customers to see, touch and smell their favourite products before they commit to buy.
The launch of the pop-up store on St Mary’s Gate in Manchester city centre attracted a flurry of attention from shoppers, office workers and the media.
So what’s it like?
Clicks and Mortar has more of an artisan market feel than a typical shop, with customers walking around stalls and enjoying a personalised experience.
Brands in-store included adult kick-scooter maker Swifty Scooters, Luxelu London and Altr for Men skincare. The intoxicating perfume from some of the stalls lingered in the air.
The move from Amazon follows moves by eBay, who opened a pop-up store in Wolverhampton last month, displaying products from more than 40 small online businesses.
Doug Gurr, Amazon UK’s country manager, said: “Amazon is committed to supporting the growth of small businesses, helping them boost the economy and create jobs across the UK. Small businesses are one of our most important customer groups”