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When you Google the phrase "pop up retail" you get many articles, some of them, like on trendwatch.com were first published in 2004 when the trend emerged. Today pop up retail outlets are not only for special holidays (ie Christmas Tree Stores or Holiday Shops); they afford a viable alternative for new and small businesses in retail, and increasingly in other markets such as food, to survive the down economy. These venues provide a way for small businesses to thrive and at the same time offer shoppers unique, quality products presented by the brand itself. Guru launched its eco friendly designer label in May 2008, just before the economic crisis began.  Pop up retail venues, such as the Brooklyn Flea, which opened its doors in the same year, as well as well established weekend vendor markets such as the Young Designer's Market and the Green Flea continue to be Guru's main retail outlet. Guru also participates in various fashion events and charitable fundraising events. Come visit us and other new designers at the Imilla Road pop up fashion event in the Lower East side starting June 14 through June 20. 186 Orchard Street (between Houston & Stanton) New York, New York 10002 For more information, visit http://www.imillaroad.com/site/

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