Six and Sons​, a platform for sustainable brands and an independent concept store in Amsterdam has created a three-day pop-up in London on 42 Molton Street in Mayfair prior to selecting a permanent space in London. The interest is to introduce the concept and a curated selection of 23 UK sustainable brands that will later feature in the Six and Sons flagship store in Amsterdam.

The innovative pop-up will highlight brands and products focusing on sustainability and well-being in a very modern format displayed on digital screens with customers able to order in-store with their mobile phones. It is a showcase to build awareness and provide an opportunity for storytelling of the brands involved in the concept.


Six and Sons is a platform for sustainable brands a bridge if you will, also known as a physical lifestyle magazine which is designed to be a gateway for brands to enter new markets in a simple, low-risk and a low-cost way, acting as a retail kick-starter, ​comments Ilona Taillade, co-founder of the Six and Sons.

We have selected space from ​Sook​ – which is a modular store format with digital displays on the walls. A pop-up without the traditional barriers of opening a physical store and are operated by the hour.

“​With Covid-19, we are living in extraordinary times where people have changed their shopping behaviour, and therefore we are using the space as a media channel to engage with the audience and tell our story as well as that of the brands in a digital format using physical space. Our goal is to showcase mindful brands, and drive interest online, not necessarily use the pop-up to generate sales”, said Ilona Taillade​.

In collaboration with the UK Department for International Trade and ​We Are Pop Up​, a selection of 23 brands will also be launched in Amsterdam at the Six and Sons store and webshop between th​e 15th​ of November and 28th​ of December 2020.

The brands offer products in categories ranging from food and beverage, fashion, skincare, accessories and homewares. The limited-edition “Best of Sustainable Retail pop-up” marks the first entry into the Dutch market for most of the brands, which have been carefully selected and curated by the micro-department store format, Six and Sons.