Diversity, Equity and Inclusion

For Latinx-Owned Brands, Pop-Up Shops Aren't Just Convenient—They're a Lifeline

Hija De Tu Madre and Mija Cultura are using the marketing tactic to bridge culture and community

Patty Delgado, Danny Trejo and fans of Hija De Tu Madre — Hija De Tu Madre founder Patty Delgado with actor Danny Trejo and other supporters of the brand.Hija De Tu Madre

May 16, 2022

Learn how to adapt to new shopping habits, create stand-out brand experiences and drive long-term business growth at Commerce Week. Join discussions with leaders at New Balance, Wayfair, Rent the Runway and more, July 26–28 in NYC. Register before June 27 to save on your pass.

There was a time when the pop-up shop was considered a niche outreach approach for traveling indie merchants. Now, it’s a tried-and-true marketing strategy employed by major and burgeoning brands alike.