cator_dmartin_05 Display, Dr. Martens pop-up store - Seattle, WA

In case you haven’t noticed, both heritage brands and grunge are back big time. So what better time for Doc Martens to open up a pop up store. And where better to launch it than in the capital of grunge, Seattle? The store opened last week and has no closing date. They are testing the concept for the USA. But don’t dally; you never know when they may get the boot. Sorry, couldn’t resist. We talked to Kimberly Barta, Vice President of Marketing and she gave us the inside scoop on the boot.

cator_dmartin_06 Dr. Martens pop-up store - Seattle, WA

Why Seattle? Dr. Martens was naturally drawn to Seattle's vibrant independent culture and influential alternative music scene, given the brand's unique relationship with music and youth culture. Also, the climate in Seattle is well-suited for boots and rugged, well-made shoes. Why pop up now? The pop format allows us to be nimble, by getting a store up and running in 30-60 days. Additionally, the economy has led to some attractive lease options in key markets. Pop up retail allows for a direct connection and ongoing conversations with consumers. Pop up becomes more than a store; it becomes an event space where the brand's heritage in music, art and fashion can be linked with influencers in each city. Pop up can also serve as a "laboratory" for testing new product. This serves to help our retail partners bring in styles that are performing well in a pop up environment. Best sellers? The classics (the 1460s) are doing really well here, especially in Black Smooth, Green Smooth and the bright Patents. There's a lot of interest in the Diva and newer styles for men like the Weston and the fab Stussy collab shoe. Clientele? People are from all walks of life: young Japanese punk band kids, to French tourists, to 60-year old downtown women. We seem to have something for everybody; you really cannot tell who is going to walk through the doors. As always, DM has an incredible reach across the board.

cator_dmartin_03 Interior, Dr. Martens pop-up store - Seattle, WA