Next up on Bringing Brands to Life, we’re shining a spotlight on Tom’s Trunks, a sustainable lounge-wear brand that was the second client to take part in our three-week pop-up shop initiative, POP!
Pop-up shops are nothing new for Tom’s Trunks. In fact, they’ve been a core part of the brand’s strategy since day one. But this time was different—this was their first-ever indoor pop-up, swapping festival fields for the bustling streets of central London.
In this article
Inside Tom’s “Bedroom”
This shift from outdoor to indoor opened up exciting new opportunities. Instead of focusing on practical shelter solutions, they could now approach the pop-up from an interior design perspective. They embraced a “bedroom” vibe, complete with stylish shelving, memorabilia from the brand’s journey, authentic clothing rails, and, of course, a bed!
The goal? To create a space where customers could meet the Tom’s Trunks team in a relaxed, casual setting. Since the team is at the heart of the brand and heavily featured across social media, the pop-up provided a unique chance for fans—both new and old—to connect with them in person and do a little shopping while they were at it.
One standout feature of the event was their free repairs and hemming service. As a B-Corp-certified brand, sustainability is at the core of Tom’s Trunks’ mission. The pop-up gave them the perfect opportunity to help customers extend the life of their clothes—whether they were Tom’s Trunks pieces or not. Unsurprisingly, this initiative was a big hit with visitors.
We caught up with Tom, the Founder of Tom’s Trunks, midway through the pop-up to hear his thoughts on the experience so far.
Interview with Tom Holmes, Founder, Tom’s Trunks
J&J: So, Tom, how has the experience of running this pop-up been for you?
Tom Holmes: It’s been really interesting. This is our first pop-up where we’ve offered free repairs and free hemming. That’s something we obviously can’t offer online, but customers have been lapping it up. It’s been really fun to see, and it’s something that’s aligned with our brand goals around slow fashion. People have even been bringing products that aren’t made by us, and we repair them using one of our patches.
It’s been really exciting. Another first for us is having a changing room. That helps solve the issue of sizing, which is something people often struggle with online. Now, once we’ve won that customer over in person, they’ll know what size to buy online.
J&J: That sounds amazing! So far, what has been the highlight of the pop-up for you?
Tom Holmes: Honestly, one of the highlights for me has been building the stand. Usually, we have to create stands that are weatherproof for outdoor events, but since this is indoors, we didn’t need to worry about that. It’s been a lot more enjoyable focusing on the interior design.
But the most exciting part has been seeing our team grow and step up to the challenge. They’ve been coming up with great ideas and taking the autonomy to execute them. As a Founder, it’s really rewarding to see the team flourish and take ownership, without me needing to be as hands-on.
J&J: Do you feel like having a physical presence changes how customers perceive your brand?
Tom Holmes: Absolutely. A physical presence allows customers to feel much more connected to the brand, building a deeper emotional connection. That connection means they’re more likely to buy from us later on.
We don’t just measure the success of a pop-up based on sales; we look at how many customers we engage with. The value these events add to the business is enormous because customers feel like they’ve met one of us. When they shop with us online later, they might think, “Oh, Tom recommended this!” That personal connection is so important.
J&J: What impact do events like this have on your brand’s long-term growth and strategy?
Tom Holmes: Events like this are a fantastic way to enter new markets. Next year, we’re planning pop-ups in Australia, New York, and Europe, including Spain. While online ads on Instagram or Facebook can build visibility, they’re not the same as letting people experience the brand firsthand.
Pop-ups aren’t a quick growth strategy, but they’re an organic and authentic way to reach more customers. This approach has been instrumental in growing our business sustainably.
J&J: How has partnering with J&J Global Fulfilment supported your business?
Tom Holmes: Before partnering with J&J Global Fulfilment in 2021, we were doing all our own fulfilment. My time was spent worrying about Royal Mail prices, packing orders, and maintaining pack rates. I didn’t have the bandwidth to focus on things like scouting the best locations for pop-ups or creating a great in-person shopping experience.
With J&J handling fulfilment, we’ve been able to focus on what we do best—designing experiences and connecting with our customers. Their support has been invaluable.
J&J: Why is having a physical retail presence still important in today’s predominantly online retail world?
Tom Holmes: At first glance, it might seem like a waste of time because pop-ups are labour-intensive and cost-intensive, and you won’t acquire customers as quickly as you would through paid media. But what makes pop-ups so valuable is the impact on customer lifetime value.
When customers meet me, Dom, or anyone on our team, they feel more connected to the brand. Later, when they receive an email from us signed “Lots of love, Tom and the team,” they remember that interaction and are more likely to buy from us again. That connection is priceless and something you just can’t achieve online.
J&J: What are some of the unique features or offerings of this pop-up?
Tom Holmes: One unique aspect is its location in central London. This allows us to engage with a whole new customer base. While we already have a significant number of London customers, this area is new for us.
Another unique feature is that it’s an indoor pop-up. Most of our events are at festivals, like Latitude or Boardmasters, where we have to build outdoor shelters. This time, we’ve been able to focus on the interior design, which has been a refreshing change.
More from POP! is on the Way
Next week, we’ll be taking a look into our third and final client’s pop-up shop experience. AYM Studios really went all out, and we can’t wait to show and tell you more about it!
About the Author
