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“A pop-up store lets you test without taking too much risk”
A conversation with Jacques, Managing Director at Moismont
Launching a physical retail space can feel daunting, especially for a first-time experience. For Moismont, a textile brand rooted in the Bay of Somme, the pop-up store became a true testing ground. Jacques Bijvoet, Brand Director, looks back on this Parisian venture carried out with Nestore.
A brand born from strong family heritage
Moismont was founded on the family estate in the Bay of Somme. From the very beginning, the brand has drawn inspiration from this setting, building an authentic universe shaped by rural life, natural materials and know-how passed down through generations.
This close connection to its roots defines Moismont’s storytelling and naturally extends to its physical retail projects.
A pop-up designed as a brand immersion
For this first temporary store, the Moismont team imagined a space that would fully reflect the spirit of its Scotland-inspired collection. Warm colours, shades of green and red, and a cosy atmosphere turned the pop-up into a true extension of the brand’s identity — a place designed to evoke emotion as much as to drive sales.
Why 15 rue Debelleyme?
Choosing the right location was key. Situated in the Haut-Marais district, the pop-up store at 15 rue Debelleyme offered several decisive advantages:
- a vintage wall perfectly aligned with Moismont’s aesthetic,
- a highly visible storefront on a busy street,
- a flexible space allowing for fully customised visual merchandising.
All these elements made it easy for the brand to project itself into the space and create a store that felt truly authentic.
A first retail experience supported by Nestore
For Moismont, this pop-up represented a real leap into the unknown. “This first retail experience required guidance,” explains Jacques. Nestore provided that support through a turnkey format, a wide selection of locations and a simple, reassuring process, especially valuable for a brand entering physical retail for the first time.
The team’s availability, including during a key period like Christmas, along with accessible pricing, played a major role in the success of the project.
The pop-up store as a brand laboratory
Beyond sales, the pop-up store allowed Moismont to test, observe and learn quickly. Understanding customer behaviour, refining the offer and adjusting the visual setup provided invaluable insights, all without the long-term commitment of a permanent store.
Moismont’s advice to brands still hesitating
Jacques’s message is clear: “Don’t be afraid to take risks. A pop-up store is precisely what allows you to test and learn fast.”
An agile, reassuring and educational format, perfectly suited to brands looking to explore physical retail step by step.
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