Christmas Pop-Up Shop Opens In Anne Arundel, Offers New Approach To Traditional Retail

ANNAPOLIS, MD — Many brick-and-mortar retailers have struggled in the age of online shopping, but Ellen Lunay has found a niche where she thrives. The Arnold resident has run pop-up shops for nearly a decade.

These businesses "pop up" in vacant storefronts and sign short-term leases. This is a win-win for landlords and shops alike.

The landlords collect a few months of rent while they search for a permanent tenant. The pop-up shops, on the other hand, snag a burst of visibility without the restraints of a long-term lease.

"I have such a big following now because [it] creates a sense of urgency when you're a pop-up shop," Lunay, 51, told Patch in an exclusive interview. "We kind of rely a lot on our reputation and our regular customers that we have to come wherever we are."

Lunay's latest pop-up shop is now open in downtown Annapolis. The business, called HERE. a pop-up shop, sells holiday gifts from its location at 4 Church Circle.

Coldwell Banker Realty used to occupy the site, but the building hit the market in 2020 when the company moved next door. The property sold for $2.8 million this summer to a pair of real estate investors and Naval Academy graduates. The partners plan to convert the space into a boutique hotel with multiple restaurants, the listing agent said.

In the meantime, the pop-up shop opened on Nov. 18. It will stay open through Dec. 21.

The store features work from about 70 local artisans who sell everything from decorations to clothes and jewelry. The business even has a Hanukkah collection. All the vendors work on consignment, meaning Lunay earns a portion of every sale.

This is Lunay's 42nd pop-up shop since she started the business in 2013. She opens four times a year all around Annapolis.

Previous locations included downtown spots like Main Street, State Circle, ;West Street and Maryland Avenue. Lunay has also opened in West Annapolis, Maryland Hall and the Annapolis Town Center among other shopping hubs.

"Everybody wants to see what we do with the space," Lunay said. "They like to see how we get creative with the different spaces without having to do any kind of construction."

Originally from New Jersey, Lunay moved to the Old Line State to study fashion merchandising at the University of Maryland. Lunay's career in the clothing industry took her to New York for a year and then to Los Angeles for 11 years.

Lunay returned to Maryland in 2005 after her oldest of two daughters was born, but she was missing a sense of creativity.

That's when she heard about a small pop-up shop on the West Coast.

"[I] just couldn't stop thinking about it," Lunay said, leading her to try the business model herself. "I love the merchandising. I have a good eye. I feel like I have a finger on trends."

Lunay's store has since amassed 15,000 combined followers across its social media platforms.

No matter their popularity, all pop-up shops face a few similar challenges.

For starters, it's hard to find a landlord who will agree to a short-term lease. Lunay then has to decorate an entire shop that will only be open for a few weeks. That small window means any bad weather or slow days can eat into Lunay's profit margins, which must last her year-round.

Spring shops are always the slowest, but they grow in popularity from summer into fall. The winter store is always the busiest because of the holidays.

Lunay is looking forward to this year's Midnight Madness. Annapolis retailers stay open late on the first three Thursdays of each December for this annual shopping tradition.

The entrepreneur also has her calendar marked for Sunday's Cholocate Binge Festival. This event brings chocolatiers, vendors and shoppers to the base of West Street for a sweet holiday gathering.

Festivities like these drum up heavy foot traffic for Lunay.

"Those are the funnest, best shopping nights in, you know, the whole year," Lunay said of Midnight Madness. "We've never been on West Street during the Chocolate Binge Festival, so that's exciting."

Lunay will similarly entice customers with her own events like book signings, an ornament workshop and cookie decorating classes.

Aside from marketing her business, Lunay has a knack for community service.

Lunay donates a portion of one day's sales to a local charity. She has fundraised for the Light House homeless shelter in Annapolis, the Anne Arundel Conflict Resolution Center and the American Heart Association among other nonprofits. This time around, Lunay is teaming up with the Stanton Community Center in Annapolis.

"We believe in giving back to the community that supports us," she said.

Lunay also partners with nearby businesses. This season, pop-up shop customers will get 15% off their dining bill at Luna Blu Ristorante Italiano a few doors up.

"We always collaborate with all our neighbors," Lunay said. "People that specifically come to shop here, we like to try and keep them in the neighborhood."

HERE. a pop-up shop is open daily from 10 a.m. to 6 p.m. The store will stay open later for Midnight Madness.

Customers can browse the online store at hereapopupshop.com. Patrons can call (410) 940-8096 or email [email protected] for more information.

Residents can also follow the shop on Facebook, Instagram, Twitter and Pinterest.

Related:

• Veteran Opens Holistic Tea Shop In Anne Arundel County, Donates To Charities
• Annapolis Rock Radio Station Sold To Christian Broadcasting Company: Report
• New Dance Studio Celebrates Grand Opening In Edgewater