An effective pop-up store concept significantly increased Finlayson’s sales

Finlayson and StaffPoint began their collaboration in early 2021. Throughout its long history, Finlayson has seen growth stories, innovation, and even a few controversies but it has remained Finland’s most iconic home textile brand.

Pop-up stores have become a major trend in the retail industry, and for good reason: they allow companies to test new markets, products, and concepts without long-term commitments. This flexible and dynamic store format enables quick responses to consumer demand and seasonal changes.

Compared to traditional brick-and-mortar stores, pop-ups carry less risk while providing valuable insights into customer preferences and shopping behavior, information that’s crucial for future retail planning and product development.

StaffPoint has extensive experience creating customized staffing concepts for pop-up stores across industries. With strong expertise and a wide network, StaffPoint provides the right people for every stage of a pop-up concept, from planning to execution..

A strategic way to test business concepts

Finlayson partnered with StaffPoint to manage staffing for its pop-up operations. Currently, Finlayson runs about 15 permanent stores and around 35 pop-up locations at its peak, as many as 53 across Finland.

“For this kind of concept, you need a reliable partner. We wanted to ensure high-quality staffing for our pop-up season and find great people across the country,” says Mikko Alatalo, Head of Retail at Finlayson parent company. “StaffPoint’s wide network has made that possible, even with short notice.”

Strong partnership as the key to success

Finlayson’s nationwide pop-up network has achieved remarkable success thanks to a close and flexible partnership built on mutual commitment and continuous improvement.

“From the very beginning, we’ve shared the same goal,” Alatalo says. “Working with StaffPoint feels like working with our own team rather than an external partner. Working with Staffpoint's account manager Emilia Lindroos and her team has been genuine teamwork. Built trust in this partnership allows us to deliver exactly what Finlayson needs.

Shared operating model and clear plan

During the first season, the concept was built entirely around the client’s needs. While the core structure has largely remained the same, adjustments have been made along the way to continuously improve operations.

“We start the planning well in advance, and everything runs in close cooperation with the client. The project’s progress is monitored carefully from start to finish,” explains Emilia Lindroos. She describes Finlayson’s team as feeling more like colleagues than clients.

“We know each other very well. The client has complete trust in us, and we’re able to meet their needs because we truly understand them and their business,” Lindroos adds.

Familiar team and clear roles ensure smooth operations

One of StaffPoint’s key strengths has been the clear delegation of roles within the team. “We have designated people, and everyone’s responsibilities are well-defined – everyone knows what they’re doing, so there’s no confusion,” explains Emilia Lindroos. A clear division of roles enables fast and efficient service in every situation, which is especially important in the fast-paced world of pop-up retail.

“The pop-up concept is challenging because things move faster and on shorter timelines than in permanent stores – for example, with lease agreements. But when the concept is carefully thought through, everything runs smoothly despite the pace,” Lindroos assures.

Mikko Alatalo from Finlayson agrees: “We’re a very fast-moving company. Something that’s true today might change completely by tomorrow, and StaffPoint has been able to adapt to that perfectly.”

Alatalo also praises the effortless and caring communication between the teams. “If a concern comes up, it’s addressed immediately, and we’ve also been able to anticipate things in advance. We never have to worry – we always find a solution together. That’s what really matters to us.”

Committed employees and social impact

A large share of Finlayson’s pop-up store employees have previous experience in similar retail roles—some with Finlayson, others with different brands.

“We have committed employees who genuinely want to come back to us,” says Fanny Forsbom De Meyer, Recruitment Consultant at StaffPoint responsible for Finlayson’s hiring. “Many have worked with us for years, gaining valuable expertise. In this case too, several employees have worked in Finlayson stores in different locations depending on their life situation.”

The collaboration between StaffPoint and Finlayson also carries strong social significance. “For many people, temporary work is the best or even the only way to stay active in working life. That includes students, people with partial work ability, and nowadays even retirees who want to keep working,” notes Emilia Lindroos. Part-time and fixed-term employment allow companies to use workforce resources flexibly while offering workers valuable opportunities to balance employment with other aspects of life.

Building a functional team takes expertise

A successful pop-up season depends on successful recruitment. “We don’t just hire individuals here and there, we build entire teams that work well together. It takes real expertise to assemble dozens of teams that must function smoothly throughout the season and beyond,” Lindroos explains. The process is carefully structured and consistent to ensure fairness for applicants and reliability for the client.

With up to a thousand applications each season, StaffPoint’s experienced team manages the large-scale recruitment efficiently, combining new and returning employees. “Through our long-term collaboration, we’ve gained a deep understanding of the kind of employee profile the client values,” Lindroos adds.

Mikko Alatalo agrees: “Our results keep improving. We’ve learned what kind of salesperson or lead seller is the right fit for us. Finlayson’s values, curiosity, courage, and responsibility, are reflected in our people, but individuality should always shine through.”

A unique partnership

Thanks to StaffPoint’s tailored staffing concept for pop-up stores, Finlayson’s operations have remained smooth and flexible. The company has been able to respond quickly to changing situations and employ professionals across Finland, demonstrating how well-designed collaboration can generate significant results for both the client and employees.

“This summer, over half of our retail operations come from pop-up stores,” Alatalo points out. “It’s incredibly important for our business.”

“I truly value this partnership and what we’ve achieved together. From the start, we’ve shared the same goal. I’ve worked with many partners over the years, but I’ve never experienced a collaboration like this it’s entirely thanks to the people involved,” Alatalo says with appreciation.

“It’s just a really good fit.”