The changing use of pop-ups in retail real estate

Why are brands opting for longer pop-up timelines rather than jumping straight into traditional leases? How are these “test stores” informing permanent leasing decisions? What makes a pop-up successful enough to convert into a long-term tenant? And how is this shift changing the way landlords think about vacancy and merchandising? Tackling those questions are Clare Rose, VP of specialty leasing and partnership marketing, and Joe Aristone, EVP and chief revenue officer at PREIT, the Pennsylvania Real Estate Investment Trust. (04/2026)