POP! Retrospective: How AYM Made Their First Ever Pop-Up a Success

For years 13, AYM has been a beloved online brand known for its sustainable women’s fashion. But in December, they stepped into something entirely new—their first-ever physical retail experience. The week-long pop-up shop was an exciting, refreshing, and ultimately insightful journey for the brand, revealing just how powerful in-person shopping can be.

We sat down with Alie Mackintosh, AYM’s Founder, to reflect on the pop-up experience, what went well, and the lessons that other eCommerce brands can learn from their venture into the world of physical retail.

Understanding Customers in a Whole New Way

The primary goal of AYM’s pop-up was to understand customer behaviour in a physical retail setting. With a well-established online presence, they were eager to see how customers would interact with their products in real life.

“Being online-only, we had never seen our customers try things on before. Seeing how they engaged with our clothing, what they gravitated towards, and how they styled pieces was invaluable,” Alie explained.

By watching customers browse, feel fabrics, and try on garments, AYM gained a level of insight that isn’t possible through online analytics alone. This kind of real-world feedback helped them identify which products resonated most and what sizing or fit issues needed addressing.

The Unexpected Realities of Physical Retail

Despite careful planning, AYM encountered some surprises—both positive and challenging.

AYM quickly learned that having ample space allocated to changing rooms is essential. Almost every visitor wanted to try on clothes, leading to unexpected queues. The team at AYM was quick to adapt, adding a couple of extra changing room areas that helped alleviate the queuing. 

Another unexpected moment was realising just how far people were willing to travel. Customers came from across the UK, and some even flew in from Germany just to visit the store—something AYM had never anticipated.

That said, timing proved to be a challenge. Hosting the pop-up just before Christmas meant that many early gift shoppers had already completed their purchases. In hindsight, an earlier December date would have been more strategic, and Alie is also considering brand activations during other times of the year. 

Creating the Right Store Layout Matters More Than You Think

Space is everything in a pop-up shop, and AYM had to make careful choices about how they arranged their store. They experimented with a ticketed entry system, which helped control foot traffic and ensured that customers had a relaxed shopping experience.

“There’s a fine balance between making the store feel full and buzzing but not overcrowded. We wanted people to feel comfortable, not rushed,” said Alie.

One key takeaway was that while more clothing rails generally mean more sales, there’s a trade-off—too many products can make the space feel cramped. AYM also found that having dedicated seating areas improved the overall shopping experience, making customers more inclined to stay and browse.

Bridging the Gap Between Digital and Physical

For a brand that has built its reputation online, AYM wanted to ensure that their physical store reflected their digital identity. One of the biggest differences between eCommerce and in-store shopping is that customers can physically feel the quality of garments—something online brands often struggle with.

“We’re now thinking about how we can bring this sensory experience to our website,” Alie shared. “That could mean more video content, better close-up imagery, or even virtual try-on tools.”

While in-person brand activations are effective, scaling them globally is another challenge. AYM is now considering how they can create immersive digital experiences that replicate the benefits of a physical pop-up.

Expanding the Concept to Other Cities

Following the success of their London pop-up, AYM is now exploring expansion into other UK cities such as Manchester, Glasgow, and Edinburgh.

Beyond the UK, North America is also on their radar, with locations like Los Angeles, New York, and Canada being potential hotspots for future activations.

“We’re even toying with the idea of a mobile pop-up—a travelling fashion bus that lets us bring the AYM experience directly to our customers,” Alie said.

The Role of Ticketing in Creating a Premium Shopping Experience

To manage foot traffic and create a more intimate setting, AYM used Ticket Tailor to implement a ticketing system. Customers could book free or VIP (£5.99) slots, with paying attendees showing higher attendance rates with the added benefit of a tote bag and hot chocolate to sip while browsing. 

Many customers praised the pop-up for feeling like a personal shopping experience, which is something AYM plans to incorporate into future activations. The ticketing system enabled the team to ensure the store was properly staffed for the amount of customers booked in. It meant that every customer could have a more intimate service. 

“The feedback was amazing. People loved the exclusivity of a ticketed experience. It felt more curated and special,” Alie noted.

Designing an Immersive and Stress-Free Shopping Environment

Customers wanted more than just a store—they wanted an experience. AYM carefully curated every element, from music and lighting to the overall atmosphere, ensuring a calm and welcoming environment.

“We worked with draping artists to make the space feel warm and inviting. It wasn’t just about selling clothes; it was about creating an experience people would remember,” said Alie.

Monitoring crowd levels was also crucial. The team adjusted store elements – such as closing the door if noise outside became too loud – throughout the week to maintain a stress-free atmosphere, making sure customers had the best possible time in the store.

The Community Feel

One unexpected highlight was the changing rooms turning into a community space. Customers engaged with one another, giving styling advice and sharing opinions—a level of organic interaction that’s hard to replicate online.

“We saw people hyping each other up in the fitting rooms. That’s something you don’t get online, and it was really special,” Alie said.

Now, AYM is considering ways to replicate that peer engagement in their digital space, possibly through social sharing features, review sections, or styling advice platforms.

The Lasting Impact of a Pop-Up

For AYM, this pop-up wasn’t just about short-term sales—it was about long-term brand building. They see physical retail as a way to strengthen customer trust and loyalty, which ultimately leads to increased online sales.

“Pop-ups aren’t just about making a quick profit. They’re about engaging with our customers in a way that builds real relationships,” Alie reflected.

By prioritising meaningful customer interactions over aggressive commercial scaling, AYM is carving out a sustainable, values-driven approach to retail—one that other eCommerce brands can learn from.

Final Thoughts

AYM’s first foray into physical retail was filled with learning curves, surprises, and invaluable insights. From refining store layouts to mastering ticketed experiences and fostering real-life community engagement, the pop-up was a milestone for the brand.

For eCommerce brands considering their own pop-up, AYM’s experience is proof that a well-executed in-person activation can strengthen brand identity, build trust, and drive future growth—both online and offline.

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