Editor
In 2010, the fledgling direct-to-consumer T-shirt brand Marine Layer opened a pop-up shop in San Francisco’s Marina District. It was supposed to be a two-week stint aiming to get customer emails and drive traffic to the brand’s website. The store itself, however, was a success, generating $20,000 in sales. Many customers who stopped by made additional purchases online.
The success of the pop-up prompted the brand to sign a five-year lease…
