PSFK speaks with Éva Goicochea, the CEO and founder of sexual wellness brand Maude, to find out how her brand's summer brick-and-mortar outpost, Staycation, reconceptualizes the popup

In brief:

•Pop-ups don't need to be flashy or truncated to draw the attention of shoppers.

•Customers respond well to multiple brands in one space, as long as they share a concept.

•Permanent street-facing space could be worth the investment as part of a company's headquarters.

With friendly marketing and straightforward products like vibrators, personal lubricant and condoms, Maude, a DTC sexual wellness startup, is removing the stigma associated with sex products. Now, the brand is branching into retail with Staycation, its summer pop-up in Williamsburg, Brooklyn. PSFK chatted with Maude CEO and founder Éva Goicochea to find out how the brand decided to partner with other companies and how customers have responded to its unusual concept.

PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in