Real Simple has long put its name on household goods, but in a time when all magazines are trying harder to extend their brands, the title's dipping its toe further into retailing with its first pop-up shop.
Catering to holiday shoppers, the Real Simple Pop-Up Shop will occupy a 15,000-square-foot space at New York City’s heavily trafficked Rockefeller Center. The shop will hawk Real Simple–branded items as well as those from the magazine’s December holiday gift guide. It will run Dec. 1-6.
Kodak will be the presenting sponsor and will have a fulfillment center in the shop for Rockefeller Christmas tree photos.
Real Simple publisher Kevin White said the shop was mainly a brand-building exercise. “We looked at it as buzz-generating and giving back,” he said, referring to its charitable tie-in.
As for its core business, the Time Inc. title is having a strong year. Ad pages rose nearly 14 percent to 1,642 for all of 2010, the biggest percentage gain in the women’s lifestyle magazine category, per the Mediaweek Monitor.
Follow AdweekMedia senior editor Lucia Moses on Twitter @lmoses.