Downtown Alliance Wraps Up First Round of RE:Store, an Innovative Pop-Up Storefront Program

The Downtown Alliance has concluded the inaugural round of RE:Store, its program designed to give small business operators the opportunity to test the Lower Manhattan market through free, temporary pop-up storefronts. Running from approximately Memorial Day through Labor Day, the program welcomed seven small businesses to storefronts throughout Lower Manhattan, providing entrepreneurs with the opportunity to build brand awareness, connect with new customers and experience operating in one of New York City’s most dynamic neighborhoods.

The response to RE:Store was strong, with more than 360 applications submitted earlier this year. Seven businesses were ultimately selected based on a range of factors, including their experience, existing customer and community buzz, and the potential for their business to fill a need in Lower Manhattan.

The inaugural RE:Store participants included Plus BKLYN at 2 Broadway; Kitchen Arts & Letters at 111 Broadway; Brooklyn Craft Company at 225 Broadway; The Numero Group at 186 Front St.; Dimorae Home and Francis’ World at 190 Front St.; and Element Brooklyn at 192 Front St.

Over the course of RE:Store, these seven businesses generated $410,00 of total revenue from a total volume of 8,840 transactions in what would have been vacant storefronts. Participating businesses also reported a 14.6% average growth in Instagram follower count over the course of the program.  

Another key component of RE:Store was selecting retailers that brought creative programming to their storefronts throughout the summer, helping engage the community and activate the spaces beyond peak business hours. Participants hosted a range of events, including candle-making workshops at Element Brooklyn, concerts at the Numero Group, embroidery and printmaking workshops at Dimore Home and Francis’ World, “shop and sip” experiences at Plus BKLYN, crafting classes at Brooklyn Craft Company and book events and conversations with leading voices in New York City’s food scene at Kitchen Arts & Letters.

The success of the program has already led to longer-term opportunities for several participating businesses. Three RE:Store tenants have elected to extend their stays in Lower Manhattan through the fall after successful summer seasons. Plus BKLYN will continue operating at 2 Broadway through the end of the year, while Element Brooklyn will remain at 192 Front St. through the end of the year and expand into the neighboring space that was occupied by The Numero Group’s pop-up at 186 Front St. Brooklyn Craft Company will extend its stay at 225 Broadway through the end of October.

“The success of RE:Store offers a compelling example of how property owners can think creatively about retail recruitment and bring new energy to their storefronts,” Downtown Alliance president Jessica Lappin said. “For three months, these businesses had the opportunity to test the Lower Manhattan market, connect with new customers and enliven the neighborhood.”

Quotes from Property Management:

We were proud to be part of the RE:Store pilot, hosting three businesses in the Seaport this summer. Vacant storefronts are a missed opportunity, both for the businesses that could use the space and for the neighborhood around them, and this program gave us a practical way to close that gap. Each retailer brought something different to the mix, and together they added real energy and foot traffic to the area — exactly the kind of activation we’d like to see more of as the neighborhood continues to grow. Ellie Chamberland, senior vice president, marketing, Seaport Entertainment Group

Participating in the Downtown Alliance’s pop-up program was a tremendous opportunity to activate our vacant storefront and introduce new visitors to 111 Broadway. The pop-up generated positive energy, increased foot traffic and demonstrated how creative partnerships can bring renewed attention to available spaces while contributing to the vibrancy of downtown Manhattan. David Despres, property manager, Trinity Center 

I’ve been in Lower Manhattan for more than 30 years, and it’s been great to see so many young families move into the neighborhood. I was really happy to have Brooklyn Craft Company at 225 Broadway as a part of the RE:Store program because it was the kind of family-oriented business that could serve and become part of this growing community. Mendy Braun, vice president, Braun Management 

Quotes from Business Owners:

RE:Store let us test a retail concept without betting the company on a five-year lease, and what we’ve learned has reshaped how we think about our business. Because the space was bigger than anything we’d have taken on our own, and in the dynamic and bustling Seaport neighborhood, we were inspired to do something more ambitious than a regular retail store. Andrew Nicol, Element Brooklyn

The RE:Store program helped us see how fast we can actually replicate what we do at Plus BKLYN in a new location: testing a new market, adapting to a different physical space, and understanding how customer needs shift in a new neighborhood, even hours of operation. That’s knowledge we couldn’t have gotten any other way. Alexis Krase, Plus BKLYN

We turned a former discount ticketing outlet into a record store and asked neighbors, New Yorkers and tourists alike to ponder an alternate history of popular music — they did much more than that. A branding opportunity like no other. Ken Shipley, The Numero Group

The RE:Store program has been an amazing opportunity for Brooklyn Craft Company to test new services and expand our customer base. It is clear that Lower Manhattan residents and workers want to support small, community-oriented businesses, and folks from all over the city have appreciated how easily accessible the location is via public transit. Carolyn Heitmann, Brooklyn Craft Company 

Being part of the RE:Store program has been an incredibly rewarding experience and a meaningful opportunity to grow both as a business and personally. Preparing for and running a brick-and-mortar space, activating it through exhibitions and workshops, and learning firsthand about the dynamics of retail have been challenging, but have also opened my eyes to the incredible possibilities New York has to offer. Francesca Furian, Francis’ World 

As a small business that had never had its own storefront, this was an incredible opportunity to test myself, meet customers in person, and see firsthand how people responded to my tableware collection.  Giulia Dal Cerro, Dimorae Home

The highlight of our RE:Store experience was being able to host a series of nine talks about New York’s food culture. We were thrilled to feature panelists like Ruth Reichl, Gail Simmons, Julia Moskin, and Eric Kim and to draw attendees who lived a block or two away or who traveled from all the other boroughs. Matt Sartwell, Kitchen Arts & Letters 

For more information on RE:Store, please visit: https://downtownny.com/restore/