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ONWARD RESERVE Will Open a Pop-Up Store at Warehouse Row in Chattanooga

ONWARD RESERVE, a Southern-based luxury and specialty retailer, to open its fourth location, a pop-up store at Warehouse Row, in Chattanooga, Tennessee. The pop-up store will open on September 1st, 2014 and will run through January 31st, 2015. ONWARD RESERVE will be located at 1110 Market Street at Warehouse Row.

Onward Reserve was created in order to provide an atmosphere in which established and upcoming lifestyle brands could be shopped online one location. Brands such as Z for All Mankind, Buffalo Jackson, Coast Apparel, Jack Donnelly, Onward Reserve, Smathers & Branson, and Whiskey Stones. As well as clothing, shoes, accessories, gifts, lifestyle products for back to school, golf, home goods, luggage, travel, and bar accessories are available online. It's a one-stop shopping experience, an e-mall.

Besides the new Chattanooga location, Onward Reserve has brick and mortar locations in Athens, GA, Atlanta, GA, and Charlotte, NC.

Pop-up stores is also known as pop-up retail or flash retailing is a trend of opening short-term sales spaces that has emerged in Canada, United Kingdom and the United States. Pop-up spaces are temporary which could be a one day sample sale, "popping up" one day then disappearing on a short-term or long-term basis. Pop-up retailing is a unique environment that engages customers through a feeling of interactivity.

Vacant of Los Angeles, niche retailer, was the first company to develop the concept of pop-up retail in temporary shops in 1999. Once the products were sold out, the store would be closed until more inventory was received when the owner would then re-open the store.

Chattanoogans now have the chance to shop this on trend retailing concept in Onward Reserve's new pop-up store located in Warehouse Row on Market Street