Porsche will open its first pop-up store in Europe

Europe

Porsche is hoping to succeed where other brands, including fellow German brand Opel, have failed, with its first pop-up store in Europe.

The sports-car maker plans to open the store in April close to its headquarters in Stuttgart, Germany.

Porsche will use its ‘Porsche Now’ store format that can be used flexibly and at short notice to establish a store in different locations as a complement to the automaker’s dealerships.

In 2018, Opel’s pop-up store in Stuttgart closed, reportedly due to low sales and the high cost of the site.

The Stuttgart store will be Porsche’s fourth global pop-up store. The automaker already operates stores in Richmond, Canada; Blumenau, Brazil; and Xinyi,Taiwan and the brand says more will follow.

“The sales pop-ups are a great opportunity to introduce new target groups to our brand quickly, attractively and market-specifically and to make contact with them,” said Marco Kana, Porsche’s head of retail sales.

Porsche sales jumped 15 percent to 31,600 last year in Germany and a further boost is expected this year from the recent introduction of the brand’s first full-electric sports car, the Taycan. 

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