POP! Retrospective How Tom’s Trunks’ Pop-Up Shop Helped Shape Its Future Retail Strategy
Published: 4 March 2025
For online-first brands, physical retail can feel like a step backwards—an expensive, labour-intensive model in an increasingly digital world. But for Tom Holmes, founder of Tom’s Trunks, the recent London pop-up shop was more than a simple sales experiment; it was a strategic testing ground for what the future of his brand’s physical presence could look like.
In a retrospective discussion, Tom shared the key takeaways from the experience, revealing how the pop-up shaped his retail strategy, customer insights, and long-term vision for Tom’s Trunks.
In this article
From Festivals to Indoor Retail: A New Experience
Tom’s Trunks has always been a multi-channel business, with a history of outdoor festival pop-ups complementing its strong online presence. However, the London pop-up marked the brand’s first venture into indoor retail, allowing them to control the shopping environment and create a more immersive experience for customers.
“The main thing was that we were able to make it much more memorable for our customers,” Tom explained. “Many of the customers who attended went on to make larger purchases over Christmas.”
The relaxed, intimate setting of the pop-up fostered deeper customer engagement. Instead of rushed transactions, the team had the opportunity to have real conversations with customers, understand their needs, and showcase the brand beyond just its products.
The Power of Experiential Retail
One of the biggest advantages of the pop-up was the ability to host experiential events. Tom’s Trunks introduced a repair workshop for the first time, allowing customers to bring in old garments for restoration—a move that aligned with the brand’s sustainability values.
“This was a huge success,” Tom said. “It gave customers a reason to visit beyond just shopping. If they can buy the same product online, they won’t make the effort to come in-store. But if there’s an experience attached, that changes things.”
As a result, Tom’s Trunks is rethinking its approach to physical retail. Instead of launching a traditional store that operates seven days a week, the brand plans to create a hybrid space—part office, part workshop—where the shop opens only for specific events. This strategy allows them to engage customers without relying on unpredictable foot traffic.
What You Learn from Physical Retail That You Can’t Online
One of the unexpected benefits of the pop-up was how it helped refine the brand’s online strategy. Seeing customers interact with products in person revealed insights that wouldn’t have been apparent through online sales alone.
“We noticed that certain products performed really well in the pop-up but weren’t selling as strongly online,” Tom noted. “That prompted us to rethink how we presented them on our website.”
Beyond product preference, the in-person interactions also uncovered common points of confusion among customers. Observing repeated questions about specific items allowed the team to adjust their website messaging to improve clarity and conversion rates.
Why Physical Retail Still Matters in an E-Commerce-Driven World
Despite the dominance of online shopping, Tom believes physical retail remains an essential part of the Tom’s Trunks business for three key reasons:
- Internal Alignment: “It keeps our team connected to the product. When you’re purely online, you can lose touch with what you’re actually selling. Handling the product regularly reminds us why we believe in it.”
- Customer Acquisition & Profitability: “Acquiring customers through physical retail can actually be more profitable than digital advertising. You can’t get the same return on investment through paid media.”
- Increased Customer Loyalty: “When customers have a positive in-store experience, they’re much more likely to come back. We’ve seen that our biggest-spending customers are often the ones who first discovered us at a pop-up.”
The Role of Fulfillment in Scaling the Business
The success of Tom’s Trunks’ pop-up strategy wouldn’t have been possible without strong fulfilment support. Partnering with J&J Global Fulfilment allowed the brand to focus on growth rather than logistics.
“Fulfillment is a massive part of our business,” Tom emphasized. “Customers expect fast, reliable delivery, and J&J enables us to fulfil orders until midnight. That’s a huge competitive advantage.”
Outsourcing fulfillment has also freed up Tom’s time to focus on product development, marketing, and brand storytelling—key drivers of long-term growth.
How Physical Retail Strengthens Brand Storytelling
Pop-ups don’t just drive sales; they help tell the brand’s story in a way that digital marketing alone cannot. Tom pointed out that physical retail experiences serve as content creation opportunities, reinforcing the brand’s identity for both new and existing customers.
“Through pop-ups, we can create more content that reminds our audience of our brand heritage,” he said. “We can also incorporate small details—like Easter eggs in the store—that connect back to our story and values.”
This emotional connection is crucial. Customers who engage with the brand in person are more likely to feel a sense of loyalty and advocacy, increasing their lifetime value.
Balancing Physical and Online Growth
While physical retail remains a valuable part of Tom’s Trunks’ strategy, Tom is realistic about where the most growth potential lies.
“In the early days, pop-ups made up a large percentage of our sales. Now, while we’re still seeing growth in that channel, it’s nowhere near the level of our online growth,” he acknowledged. “So we’ll continue doing pop-ups, but we’re prioritizing online expansion.”
That said, Tom sees pop-ups as a crucial tool for maintaining customer engagement and acquiring new audiences. The brand isn’t looking to scale its pop-up operations aggressively, but rather to use them strategically to complement its digital presence.
Is Multi-Channel Essential for Brands Today?
For Tom, being multi-channel is important, but not necessarily essential for every brand. While some businesses thrive with purely online operations, Tom’s Trunks benefits from a hybrid approach that keeps customers engaged across different touchpoints.
“Multi-channel allows for multiple customer interactions and increases lifetime value,” Tom explained. “It also keeps our team focused on the product. When you’re handling the product every day, it keeps you connected to what you’re selling.”
That said, Tom is cautious about expanding into other retail formats like wholesale or reselling platforms, citing concerns about price pressure and brand control. Instead, the brand is taking inspiration from direct-to-consumer leaders like Gymshark, maintaining a strong independent presence.
The Future of Tom’s Trunks’ Retail Strategy
Looking ahead, Tom envisions a retail strategy that balances pop-ups, online growth, and a flexible physical presence. Rather than investing in a traditional store, the brand will focus on experiential events and limited-time retail activations that offer customers something unique.
“At the end of the day, the product has to be amazing—that’s non-negotiable,” Tom said. “But beyond that, it’s about creating meaningful connections with customers. That’s where pop-ups and physical retail really shine.”
For Tom’s Trunks, the London pop-up wasn’t just a temporary sales channel—it was a glimpse into the future of the brand’s retail journey. And if the insights gained are any indication, the future looks bright.
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