CO.LAB: The micro-retail destination paving the way for DTC brand expansion in the UK

CO.LAB is a new pop-up micro-retail destination launched by Landsec and Lone Design Club in Cardiff, Wales, designed to utilise large retail spaces and support innovative direct-to-consumer (D2C) brands. Opening at St. David’s Dewi Sant, on 26th September 2024, it transforms a 5,000-square-foot space into a vibrant shopping destination where over 80 brands can test, experiment, and grow. It features bespoke, shop-in-shop concession units designed to each brand’s individual style, a shared event space, and a low-cost, community-focused model to facilitate the physical retail presence of emerging brands. CO.LAB aims to revolutionise the retail experience by fostering community and providing a platform for discussion and education to help shoppers make thoughtful shopping decisions. It will do this by hosting regular, fun events to engage shoppers and enhance brand visibility.

CO.LAB Under a Microscope: A New Era of Retail
Market trends indicate a substantial demand from DTC brands for agile retail, with 32 percent of brands on Shopify planning to establish or expand their pop-up presence in 2024.

Co.Lab aims to break down the barriers to entering physical retail by offering bespoke large shop-in-shop units, smaller concession spaces, and kiosks/counters. These setups allow brands to showcase their products in environments tailored to reflect their unique identities. The store will be fully tech-integrated, providing an omnichannel view and the ability to track digital engagement online. sales and web traffic. This allows brands to see how the pop-up is cost-effectively expanding their U.K. presence and attracting new customers.

This model makes it easier for DTC brands to integrate brick-and-mortar stores into their business models. Additionally, CO.LAB features a shared multi-use event space designed for product launches, customer engagement events, and immersive experiences, further enhancing the space’s appeal and functionality.

With affordable rents that are shared amongst all, CO.LAB is creating relevant and easily accessible retail spaces, revolutionising the shopping experience and supporting the growth and success of modern DTC brands.

At the core of CO.LAB will be community and customer experience. A central community manager and the team will run the destination and event spaces, ensuring lively, vibrant events are happening at all times. A dedicated styling lounge will offer personal styling, colour analysis and other unique 1-2- experience, all hyper-personalised to add to our customers’ shopping experience. Alongside this will be a packed events programme consisting of immersive VIP, customer, press, and influencer activities and daily promotions and workshops, enticing and exciting local and travelling shoppers.

“Having supported over 3000 brands into retail locations across the past six years at Lone Design Club, we saw the need for easier access, relevant and community-driven spaces. Opening a store is no easy feat, and often, we forget the marketing and community essential to its success. CO.LAB not only creates a stepping stone retail journey for the most exciting DTC brands to test and try, but it gives more – a fully fledged events programme, a sense of place and community; it gives a physical home to these brands’ digital communities” comments Lone Design Club’s Founder and CEO, Rebecca Morter.

Landsec Brand Director Ilana Sarner says, “We’re excited to build on our partnership with LDC to create CO.LAB and welcome a new roster of DTC brands. This is a new way of retailing, where we bring together a community of brands to offer unique experiences to our customers. By giving these future-thinking brands a stepping stone into physical retail, we’re not only opening up an opportunity for an exciting new pipeline but also offering our guests a new point of discovery.”