We recently popped up in John Lewis Trafford Centre, Manchester. As a family-run business, being chosen as one of the winners by GS1 UK, Indie Pop Up and John Lewis & Partners to showcase our products in such a prestigious space was a huge milestone for us.
It was a week full of learning, adapting, connecting, and reflection — and as someone who’s five months pregnant, I’m feeling all of it… especially in my feet!
Here are some of the lessons and surprises from our pop-up journey:
What We Learned:
1. Don’t be afraid to restructure your stand — even mid-week.
We arrived with a layout that looked great on paper. But once we observed customer flow, what draws customers in and what they are most interetested in, we realised we can improve some areas of the display. Mid-week, we restructured our stand, simplified the table, and gave key products more breathing space.
2. Don’t be afraid to accept help
The days were long. We manned the stand from 10am to 10pm, talking to customers, restocking, tidying, and answering questions. Being five months pregnant, I needed regular breaks — and the John Lewis team couldn’t have been more supportive. They even offered me a chair (we’d brought our own, just in case), and having access to the staff canteen and quiet room was a real lifeline.
3. Put your Social Media channels to work
We posted daily across our social media channels - setting up, product overviews, and behind-the-scenes moments. We boosted a few posts locally and saw visitors come in after spotting us on Instagram, Facebook, and TikTok.
4. People connect with your story
Poeple loved hearing how Hillfoot & Paws began, what inspired us and of course, loads of photos of dogs were shared! It felt great to connect with our customers on a deeper level and learn about their pets.
5. Offer gift bundles
We were in-store just before Mother's Day, and in preparation for the pop-up we launched special edition gifts with gift packaging which were a huge hit. We had dedicated posters with prices for those items that really helped customers make quick, confident decisions.
6. Take in all the feedback
Talking to customers in real-time gave us a clearer understanding of what they love, what questions they have, and how they respond to different materials or displays. From product suggestions to design compliments, the feedback we received will shape what we do next!
And finally…
We left the Trafford Centre with tired feet and full hearts. We’re so proud of what we achieved, and we’re incredibly grateful to everyone who stopped by, made a purchase, or simply said hello.
A huge thank you to GS1 UK, Indie Pop-Up, and the John Lewis Trafford Centre team for the opportunity and for making us feel so welcome.
And of course, thank you to you — our community — for your continued support, encouragement, and love. We can’t wait to do it again.
