Retail Strategy

We use our expertise and wide network to put together successful retail plans for clients in the form of pop-up shops, partnerships or distribution.

Retail Strategy Case Study: Playtype pop-up at Aram

Playtype at Aram
Playtype pop-up at Aram in London

The Story

ARAM asked Friends & Co to inject some theatre into their space and for retail opportunities to increase awareness and footfall.

We organised a two-week Playtype pop-up at the ARAM showroom in Covent Garden in the spring of 2016 to coincide with neighbouring Somerset House’s annual graphic arts festival ‘Pick Me Up’.
Playtype was founded by e-Types, one of Denmark’s foremost branding and design agencies. Located in the heart of Copenhagen, Playtype was born out of the agency’s love of typography. The company’s talent for creating unique typefaces was combined with beautiful lifestyle products, and the two were an instant match. The Playtype store opened in Copenhagen in 2010. This small, bold and sleek shop has become a destination for anyone visiting the Vesterbro neighbourhood and Playtype products have quickly become synonymous with cool Scandinavian style.
The Result
Playtype reported healthy sales of its covetable posters, mugs and stationery, with ARAM taking on Playtype as a supplier even after the pop up ended.  ARAM enjoyed exposure to a new audience throughout the two-week period.