PopInShop: ‘online dating service for stores and brands’

Everlane does it. Etsy and BaubleBar do it. Even Warby Parker does it.

It doesn’t matter if you’re a nimble boutique or an online mammoth — fashion tech companies are stepping into brick-and-mortar stores across the country to better reach potential customers.

Wharton MBA grads Allison Berliner and Roopak Majmuder want to help boutique fashion brands do just that. Their startup, PopInShop, allows online-only brands to find “the perfect partnership” with a retail store.

“It’s like an online dating service for stores and brands,” said Berliner.

Brands can create a profile on the PopInShop website and get matched with physical stores that are looking to host pop-up shops. Brands pay a per-match fee.

PopInShop’s founders say their service facilitates lasting business partnerships and helps boost brand recognition. According to Berliner, PopInShop provides a low-cost, low-stakes way to get your product on actual shelves, in front of new customers. For online-only companies, it’s a valuable off-line marketing strategy.

Abeyo Marqz pop up shop with PopInShop at Melodrama Boutique in Houston in late 2013. Photo courtesy of PopInShop.

The matching service appeals to brands who are trying to break into new markets — like Philadelphia and Chicago. You won’t find PopInShop partnerships in New York or Los Angeles, where the opportunity cost of opening a retail store is already so high.

“In New York, if you’re not monetizing your square footage, you’re out,” Berliner said.

But that’s part of the reason why PopInShop is becoming increasingly successful in other markets, founders said. Today, PopInShop has more than 300 clients in 28 cities, and is growing in places like Dallas.

For now, Berliner said, the startup, which is currently fundraising, will stay in Philadelphia. They work out of First Round Capital’s University City office every now and then.

“There are great brands and boutiques in Philadelphia,” said Berliner, referring to stores they’ve worked with like Knit Wit. “There are also great brands in New York City, but we’d love to stay in Philly.”

At the Bucketfeet pop up with PopInShop at Piper Boutique in Chicago in early 2014. Photo courtesy of PopInShop.

On the development side, Majmuder works on their matching algorithm, in order to ensure quality partnerships for their clients.

“We want to create a platform that feels really natural, fun and easy for anyone who’s looking for that perfect partnership,” said Majmuder.

“Like actual online dating,” said Berliner, before laughing. “Well, sort of.”