Reinventing the high Street with The Pop-Up Club

Tillie Peel, founder of The Pop-Up Club, is on a mission to breathe life into the high street. What began as a small experiment to bring vintage clothes to her Essex community has grown into a pioneering business that supports independent makers, artists, and small businesses. By transforming vacant spaces into bustling retail hubs, Peel is redefining what retail can be in a post-pandemic world. Her journey is a testament to creativity, resilience, and a deep commitment to sustainability and community.

Peel’s retail journey began with a passion for vintage clothing. “I’ve always been drawn to things with a story,” she says. Starting with her brand, The Bearded Gypsy, she sold handpicked vintage pieces at markets and events across Europe. However, she soon discovered that online selling couldn’t replicate the in-person connection she craved. “People want to see, feel, and experience the products,” Peel explains.

Her first major pivot came when she realised the traditional retail model was financially out of reach. “I couldn’t afford a shop of my own,” she admits. Instead, she hit upon the idea of shared retail spaces. Inspired by the sharing economy, Peel asked herself, “Why can’t we share a shop like we share cars or offices?”

This concept led to The Pop-Up Club, which brings together independent creators in temporary retail spaces. By pooling resources, these businesses can afford prime high street locations, while offering customers a fresh and diverse shopping experience.

At the heart of The Pop-Up Club is its focus on community. “The high street had become a copy-and-paste experience,” Peel laments. “People don’t want to see the same big brands everywhere. They’re looking for something unique, sustainable, and local.”

Peel’s markets and pop-ups are tailored to meet these expectations. “We take empty high street units and fill them with 30 to 40 different makers, artists, and brands,” she says. Each space is carefully curated to ensure a mix of products, from candles and jewellery to bespoke homewares.

This model benefits everyone involved. Small businesses gain access to physical retail without the long-term commitment of a lease, while landlords see their properties come alive with foot traffic. “Pop-ups create a buzz,” Peel says. “They draw people in and make the high street a destination again.”

Peel’s path hasn’t been without hurdles. In the early days, convincing landlords to take a chance on a 22-year-old entrepreneur with a new concept was a challenge. “I’d pretend to be my own PA just to get them to listen,” she laughs.

Over time, the rise of pop-up retail has made these conversations easier. “Last year alone, we saw an 18% rise in pop-ups,” Peel notes. Still, she emphasises that not all landlords immediately see the value. “It’s about showing them how pop-ups can bridge gaps, create interest, and even lead to long-term leases for businesses that grow.”

One of her favourite success stories involves a candle brand that started in a Pop-Up Club shop in Brighton. “They’ve since taken on their own long-term lease in the same location,” Peel beams. “It’s amazing to see how a small opportunity can lead to something much bigger.”

Sustainability is a cornerstone of The Pop-Up Club’s ethos. The business carefully vets applicants, prioritising those who use eco-friendly materials or have strong ethical values. “We ask about their processes, their materials, and their goals for sustainability,” Peel says.

Uniqueness is equally important. With thousands of applications to sift through, Peel looks for businesses that stand out. “It’s about offering something different—something customers didn’t know they needed but fall in love with,” she explains. She recalls two sisters who created candles from recycled bottles collected from the restaurants where they worked. “It’s stories like that which resonate with customers and make the experience memorable.”

The pandemic proved to be a pivotal moment for The Pop-Up Club. When lockdowns hit, Peel had just opened a flagship space in Chelmsford. “We opened for one week before we had to shut,” she recalls. Instead of retreating, she doubled down on her concept, rebranding the business from The Bearded Gypsy to The Pop-Up Club. “That was a defining moment,” she says. “It made us focus on what we’re truly about—bringing people together and supporting small businesses.”

The Pop-Up Club is entering an exciting phase of growth. Recent successes include a Christmas pop-up in Victoria, London, which has now extended to a six-month lease. Upcoming locations in Hammersmith and Waterloo will offer longer stays, allowing for more workshops, activations, and community events.

Peel is optimistic about the future of the high street. “It’s already evolving,” she says. “People are tired of generic shopping experiences. They want to connect with makers, hear their stories, and buy something meaningful.”

She believes pop-ups will play a central role in this transformation. “They bring variety, sustainability, and excitement. They’re not just filling space—they’re creating value.”

Advice for Aspiring Entrepreneurs

Reflecting on her journey, Peel offers simple but powerful advice: “Whatever timeline you have in mind, double it. Building something meaningful takes time.” She also emphasises the importance of adaptability. “The business you start with won’t be the same one you have five years later. Be ready to evolve.”

For Peel, the most rewarding aspect of The Pop-Up Club has been watching others succeed. “When I see a business grow, hire staff, or take on their own lease, I know we’ve made a difference,” she says.

A Brave New High Street

Peel is encouraged by the next generation of shoppers, particularly Gen Alpha, who value bravery in brands. “Bravery is standing by your values, creating a positive impact, and being authentic,” she says. For The Pop-Up Club, that means supporting sustainable, independent businesses and fostering a sense of community.

As Peel looks to the future, her vision is clear: “I want the high street to be a place where people connect, discover, and feel inspired. That’s what The Pop-Up Club is all about.”

Tillie Peel’s innovative approach to retail is a blueprint for revitalising the high street. By championing creativity, sustainability, and local talent, she’s not just creating pop-ups—she’s creating possibilities.