Be Fancy and Inspired by us: „My Hijab“

Sonia Kefi, with her concept “My Hijab”, is one of two winners of the Pop-Up Store competition in the Cologne Arcades. An idea promoted by kplus konzept GmbH together with the operator of the Arcades and mfi AG (link). As with the co-winner of “Time Split” (link) she has been professionally accompanied from the outset to the opening of her store with planning and implementation support by kplus concept. This included creating the floor plan and the mood boards for the goods design, and the photographic documentation.

The fashion-conscious Cologne economics student was already in the starting blocks for a market launch of her stylish, Islam-suitable fashion collection, when while shopping for food in the basement of the Arcades, she discovered the Pop-Up Store. Clear goals and a clear concept: no garish decoration, just a contrasting green and cheeky pop art pictures from an artist friend on the walls as an eye-catcher. The clothes rails? dragged from the forest and suspended from the ceiling by ropes. The locker room is concealed behind a marine-pine wall which simultaneously acts as a merchandise display.

On the opening day the young entrepreneur had an overwhelming success – it seems that all her Facebook-Fans (currently a few thousand) are among her customer base. This pleased Sonia, the mall operator, and of course kplus konzept – an article in the newspaper ‘Bildzeitung’ has helped her gain even more fans!

Learn more here from an interview with Sonia Kefi, and what happens after Pop-Up Store:

How did you hear about the Pop-Up Store concept in Cologne Arcades?

I was shopping for eggs at Rewe in the basement and discovered it there.

How did you come up with the idea to My Hijab?

I was inspired by exchanges between myself, my Muslim friends, my family members, as well as with my fellow students at the WiWi-Faculty. For trendy Islam-suitable fashion, there is a huge hole in the market. This concept with its product range and service is unique in Germany and serves a niche market.

Who are your target groups and why should they buy your products?

My fashion speaks to women who like to cover themselves but still want to be trendy. My slogan is: Be covered, be fancy and inspired by us. You can be covered and stylish at the same time, our collections shows this in a very impressive way.

Have you previously had contact with the subject of retail?

No. I am currently pursuing a Master of Economics and have always wanted to have my own business. My studies focus on entrepreneurship, innovation and technology management, and my hobby has always been fashion – together they are the perfect combination for My Hijab!

How have you experienced the development process of the Pop-Up Stores so far?

The opening was the most overwhelming day because I wasn’t expecting such a rush. The short preparation time (January to March) and only one day for the build-up were stressful, I was rewarded however by the enormous feedback!

What do you value particularly with the Pop-Up Store concept?

For me as a start-up, Pop-Up Store was the perfect entry point. I think it important that the store is open and inviting so that people can see inside and browse.

What ideas and plans do you have for the future?

I want to expand across Europe with My Hijab and open further stores, but still keep the location in the Arcades.

Would you recommend the idea of Pop-Up Stores to your friends?

Definitely YES!
  • Date: 2. April 2014
  • Skills: Pop-up Store Event, Pop-up Store Design
  • Client: Köln Arcaden
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