Unexpected crowds and queues in industrial car parks as a result of pop up shopping.
Bargain hunters are ditching high-end shopping centres for the gritty backstreets as Sydney’s industrial zones transform into secret luxury retail hubs.
The commercial areas, once intended for factories and non-public warehouses, are now being turned into outlet stores for brands including Aje and Shein.
Major sales outside of the traditional shopping centres are now creating unexpected crowds and queues in industrial car parks as a result.
One example recently, saw a massive three-day warehouse sale at 110A McEvoy Street Alexandria spark a frenzy, with crowds scrambling to score brands like Gucci, Cartier and Saint Laurent.
The trend of pop-up industrial retail has been exploding as shoppers look for savvy ways to bypass the cost-of-living hit.
According to PopHub, pop-ups give brands flexibility. They allow for experimentation without long-term risk and provide real-world insight that online channels are unable to replicate.
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A massive three-day warehouse sale in Alexandria sparked a shopping frenzy last week. Picture: Supplied
Fashion giant Shein opened its first pop-up store in Liverpool in 2024. Picture: Instagram/shein_gb
The Eyewear Index sale at Sunshades Eyewear took on a life of its own after influencer Annie Nguyen shared the “must-visit” location with her 270,000 followers.
Within hours, the unassuming industrial site was flooded with shoppers looking for a budget win.
“I need this in this economy,” one shopper wrote.
“The algorithm read my mind. I was literally just thinking I need new glasses,” another added.
Others admitted they were “running now” to the site after spotting ads on traffic light poles around the city.
An Instagram post from influencer Annie Nguyen sent word of the major sale. Picture: Instagram/anniesbucketlist
Fashion influencer Violet Grace (pictured) was also seen lining up for the sales. Picture: Instagram/violetgrace
The Alexandria warehouse belongs to Sunshades Eyewear, a heritage Australian company founded by Bondi pharmacist Betty Lasse more than 50 years ago.
The business has grown from supplying unbranded pharmacy sunglasses to working with global fashion houses including Le Specs and Karen Walker.
Under the leadership of chief executive Rodney Grunseit, the company is now a key player in the global industry, stocked in more than 4,300 stores.
But for local bargain hunters, the draw is the rare opportunity to access a “secret” industrial site for discounts rarely seen on premium labels.
The rush for stock was expected to be high, with racks of coveted frames likely to be cleared before the final day.
Australian powerhouse designer Aje, which retails at David Jones stores and online, also regularly promotes its “industrial-chic” Rosebery Engine Yards bargain retail store. It sells off-season fashion at outlet prices, which captures a cult customer base.
And it’s not just high-end labels.
Fashion giant Shein opened its first pop-up store in Liverpool in 2024 as the move toward temporary, high-impact retail grows.
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