Good Housekeeping magazine has teamed up with Amazon.com Inc. to open a pop-up retail shop inside of Minneapolis’ Mall of America for three months.
The 2,800-square-foot pop-up shop, called GH Lab, will be open Oct. 3-Dec. 30, cashing in on the holiday shopping season. The pop-up shop will allow shoppers to test and purchase 40 products selected by Good Housekeeping. Some of the featured brands in the GH Lab include Dyson, Microsoft, Nespresso, Samsung and Instant Pot.
“Everything in the store has been carefully curated and vetted by GH experts,” says Jane Francisco, editor-in-chief of Good Housekeeping.
Good Housekeeping launched its GH Seal in 1909 to give consumers a resource of products that were listed in the magazine as being “tested and approved” by the GH Institute and were were found to meet the Institute’s standards of excellence. Today, experts still evaluate every product that applies for the GH Seal to ensure it lives up to its claims and performs effectively.
The Good Housekeeping-approved product selection is not limited to the pop-up shop. The magazine also launched an online boutique on Amazon.com that includes some online-only products not featured at GH Lab.
Each product in the pop-up store is labeled with an Amazon QR code. Using the Amazon app, shoppers use their smartphone’s camera to scan the code, and the product detail page for that item on Good Housekeeping’s Amazon seller page appears on the screen. The shopper can then add it to her cart, check out within the Amazon app and have the product shipped to her. Shoppers do not leave the store with the product.
“This is a joint collaboration with Amazon,” says a Good Housekeeping spokeswoman. “GH is working to develop this concept store with the Mall of America. Amazon is providing a digital storefront boutique for Good Housekeeping.”
Amazon is No. 1 in the Internet Retailer 2018 Top 1000.
A few other retailers are planning holiday pop-up shops this year.
Party City, No. 283, plans to operate 50 pop-up toy stores from September through the holiday-shopping season to take advantage of the void left by Toys R Us. If all goes well, the retailer will likely expand the format next year. Party City has been running temporary Halloween City locations for the past decade. Last year, about 250 Halloween pop-ups generated $54 million of the company’s $2.37 billion in total sales.
1-800-Flowers.com Inc.-owned retailer Harry & David also plans to open 20 pop-up retail stores during the holiday season, in addition to operating its 40 year-round stores.