Being one of the largest cities in the US, Stance knew they needed to break into Chicago
market as part of their national expansion. The only question was how. Opening a new store
and signing a long-term lease would be very capital intensive and a big liability. So rather than
make such a concrete commitment, Stance used Popshop to secure the perfect short-term
space through which they could test the Chicago market and the specific space prior to signing
a long-term lease. Be smart, be like Stance.