Staff Writer

A’Propos Boutique, with locations at Sawgrass Village in Ponte Vedra Beach and in Jacksonville Beach behind Mellow Mushroom, has opened a third store at the Landing.

It’s called a “pop-up” store because the temporary boutique was stocked and merchandised over this past weekend and will be open for four days beginning today.

A’Propos founder and owner Cathy Maddux said she wants to showcase the boutique’s merchandise to new customers beyond the Beaches and thought women who live and work Downtown would be ideal prospects.

“I think it’s the best way to get exposure in a new market without having to invest in a long-term commitment,” said Maddux.

The shop sells several lines of clothing from dressy to casual, including Miss Me Jeans, Ella Moss, Envi, Analilli, Weston Wear and Linq, plus fashion jewelry and accessories.

Magda Brunell, who manages the Jacksonville Beach boutique, said the concept of “pop-up” stores started in Asia, then spread to Europe and the United States.

“In London, they’ve even put a ‘pop-up’ store in a double-decker bus and driven around the city,” she said.

Maddux said the selection at the Landing is the same that customers will find this week at the two other locations. It’s not excess inventory.

“I want to give women who work Downtown the opportunity to shop on their lunch break,” she said.

Landing Marketing and Public Relations Coordinator Blakeley Ainsworth said it’s the first “pop-up” store at the riverfront retail and entertainment center, but it might not be the last.

“We might offer the opportunity to other boutiques and similar businesses who want to establish a presence Downtown,” she said.

The A’Propos store is open 10 a.m.-6 p.m. today through Friday on the Landing’s first floor, across from Lina M. Bath and Boutique and the Visit Jacksonville Welcome Center.

mmarbut@baileypub.com

356-2466