H+M in The Netherlands set up a pop-up store on the beach to benefit the global charity WaterAid. H+M and the charity have been collaborating since 2002. This year, the retailer will be offering an entire beachwear collection dedicated to the effort, with 10% of the proceeds donated to providing safe water and sanitation in developing countries. The pop-up store was set up on the beach in Scheveningen, The Hague's popular seaside resort. The store highlighted H&M's Beachwear in Shades of Blue line. 25% of the proceeds of each sale went directly to WaterAid.
A great way to not only get people to notice your store, but also to align your store with a great charity and gain praise within your customer base.
[via Springwise]
