To celebrate the launch of its new summer collection, award-winning and sustainably produced childrenswear brand ROARSOME has opened a pop-up inside the recently restored Battersea Power Station in London.
The ROARSOME Roadie pop-up will be open until the end of August 2023 and marks a significant achievement for the brand which, until now, has only retailed its physical collections in multi-brand stores including Selfridges, Harrods and John Lewis.
The pop-up precedes the opening of a permanent ROARSOME shop on Battersea’s Northcote Road in September 2023.
Immersing shoppers in the brand’s world of outdoor adventures, the ROARSOME Roadie pop-up takes shape as a surf shack. To create a striking retail attraction it includes a vintage Citroën HY Van custom converted by Shred & Butta in royal ocean blue with fitted surfboards.
Shred & Butta is the same company responsible for converting ROARSOME’s iconic fleet of American School Buses into adventure cabins, which are available to rent for family adventures this summer in Cornwall.
Commenting is ROARSOME’s co-founder and mission master, Ed Lewis-Pratt.
“Opening a pop-up at Battersea Power Station was too good an opportunity to miss. The Power Station has been completely restored and transformed into an exciting new riverside destination for London. It’s a story that perfectly aligns with our journey as a brand, as we gear up to transition from pure-play ecommerce to a more hybrid approach to retail.
“The pop-up is not only an exclusive opportunity for shoppers to engage with the brand IRL. It will also provide us with a unique opportunity to gain invaluable insights and road test our retail operations before we open our first ROARSOME shop on Northcote Road in September.”
Also commenting is Sam Cotton, Head of Asset Management at Battersea Power Station. “At Battersea Power Station we are always striving to offer an ever-evolving shopping experience, and pop-ups are a great way of achieving this whilst supporting new brands as they grow. With the British summer finally here, it couldn’t be a better time for the ROARSOME Roadie to set up shop inside the Power Station. I’m sure the brand’s new summer collection will be a big hit with shoppers.”
The Battersea Power Station pop-up will feature ROARSOME’s new swimwear collection.
The swimwear features the brand’s signature recycled plastic bottle (rPET) and sun protective UPF50+ fabric. Pieces include rash vests, swimsuits, swim shorts, waterproof poncho towels and reversible bucket hats.
The pop-up also sees the debut of the ROARSOME Claw. Customised by the brand, the vintage fairground grabber claw machine completes the seaside experience. The fairground attraction is set to be a firm favourite with families to keep kids entertained as they compete to grab a range of prizes including signature items from the brand’s collections.
The ROARSOME Roadie pop-up will be on the Power Station’s Ground Floor, Turbine Hall A, until the end of August 2023. For further information on ROARSOME, please click here.
