Transforming Retail with Lone Design Club’s Innovative Platform
A more streamlined and effective relationship between retail landlords and their short-term lease tenants is emerging, thanks to the property technology platform developed by London-based startup Lone Design Club (LDC). Recognized for its innovative approaches in the retail property market over the past six years, LDC aims to redefine the landscape of commercial retail.
The Evolution of Lone Design Club
Under the leadership of CEO and founder Rebecca Morter, LDC began by facilitating pop-up shops for busy placemakers—primarily retail landlords. The company soon expanded its offerings to include the department-store style concept known as Co.Lab for emerging fashion labels.
Building on the success of Co.Lab, LDC is set to launch ‘Revolving Spaces,’ a digital platform designed to revolutionize the utilization of commercial retail spaces in malls, retail plazas, and local High Streets. Morter envisions this service as the Airbnb for pop-up shops, sharing that her initial skepticism toward renting homes has shifted into seamless booking habits. “We wish to replicate this trust and ease for pop-up spaces,” Morter explained in an exclusive interview.
Unlocking Value for Landlords
One of the primary offerings to landlords is a scalable proptech SaaS platform that unlocks the potential of underutilized retail assets. This platform allows brands—primarily startups and direct-to-consumer (DTC) brands—to access a searchable database of available locations. Brands can specify their requirements such as location and space size, with the platform providing tailored options, including negotiable pricing—similar to how Airbnb operates.
Streamlining the Leasing Process
Morter emphasized, “A significant focus has been placed on facilitating physical retail for DTC brands. We have collaborated with over 4,000 brands, yet the biggest hurdle has always been securing the right space.” The existing leasing process posed challenges and outdated methodologies, whether managing a £20 million lease or a short two-week pop-up. Recognizing this disparity underpinned the development of Revolving Spaces, which digitizes the entire leasing operation.
The first pilot of the platform occurred at St David’s, a shopping center in Cardiff, Wales. Collaborating with Landsec, the initiative demonstrated the value of digitizing pop-up logistics. The results were promising: an “up to 30%” increase in revenue during the initial year, a 50% reduction in vacancy turnaround times, and a significant cut in administrative tasks by 45%.
Landlords Embrace the Change
LDC has positioned itself as the leading operator of short-term retail activations in the UK, working closely with 18 tier-one landlords. A key advantage is LDC’s extensive database of over 10,000 artisan-led brands, a resource that landlords can leverage to enhance their retail spaces’ creative appeal and consumer engagement.
Using Revolving Spaces, LDC aims to assist landlords—whether large commercial developers like British Land or smaller municipal locations—in monetizing their available spaces effectively. Morter articulated that the goal is for brands to secure spaces flexibly: “We aim to empower landlords and brands, opening new revenue avenues.”
Differentiation in the Marketplace
While various existing marketplaces, such as Appear Here, connect retail brands with spaces in cities like London and Paris, Revolving Spaces focuses on a landlord-first commercialization strategy. LDC accentuates the platform’s capability to provide landlords with real-time data and insights, driving informed lease decisions. Meanwhile, brands benefit from easier access to diverse commercial spaces.
According to Nicholas Porter, a former Landsec employee and newly appointed advisor to LDC, “Revolving Spaces significantly enhances landlords’ operational efficiencies and attracts a diverse array of brands.” The platform also supplies valuable insights into emerging high-growth brands, facilitating opportunities for future store openings, pop-up events, and brand activations—all without necessitating increased staffing costs.
Challenges of Pop-Up Retailing
Historically, Lone Design Club facilitated retail pop-ups manually, connecting more than 10,000 DTC brands with landlords through cumbersome processes involving spreadsheets and inconsistent workflows. Each activation often resulted in missed opportunities and wasted potential due to reactivity and extensive negotiation efforts, creating a friction-filled leasing landscape.
Recognizing the inherent inefficiencies, LDC created Revolving Spaces, automating lead generation, onboarding, payments, and brand awareness via a unified landlord-branded portal. The platform can seamlessly integrate into existing landlord websites or function independently, optimizing the decision-making process with robust analytics.
Morter described the initiative as a paradigm shift: “We’re not merely streamlining processes; we’re reshaping the model itself, which is crucial for future-proofing portfolios.” The platform aims to turn overlooked retail assets—such as rooftops and car parks—into revenue-generating opportunities.
Launching Local Hero: A New Concept for Emerging Brands
Recently, LDC also introduced the Local Hero initiative in Brighton’s Churchill Square, designed specifically for emerging DTC brands. In collaboration with Ingka Centres, Local Hero aims to break down barriers to accessing prime High Street locations, enhancing visibility for debuting brands.
Local Hero offers a fully equipped space for short-term activations, product launches, and experiential events. It includes essential tools like POS systems and digital screens, allowing brands to engage customers quickly and effectively. The adaptable layout supports a rotating array of emerging and established labels spanning fashion, beauty, and sustainability.
The Future of Retail: Growth Opportunities
LDC’s aim is not just to provide limited space for brands but to foster a vibrant ecosystem where innovative brands can surface and thrive. “We are optimistic that Local Hero can evolve into a significant hub for creativity and engagement,” stated Mark Buchanan-Smith, meeting place manager at Churchill Square.
By leveraging platforms such as Revolving Spaces, LDC anticipates the emergence of future leaders in retail. The convergence of digital versatility and physical space accessibility can benefit brands, allowing them to flourish while minimizing overhead costs and maximizing visibility in bustling retail environments.