Battle Of The Pop-Up Returns For Holidays

Summertime has always meant an increase in the doll-sized sun hats, minuscule sunglasses, and perfectly pinchable, flushed cheeks of the local infants, but the grand opening of the Mall at Wellington Green’s first ever Battle of the Pop-Up winner, Cute Now Baby Gear, playfully encourages summertime adorable baby fashions.

Before being named the winners of the first Battle of the Pop-Up contest, local entrepreneurs Frank Bevilaqua and Lyndsey Seacrist had primarily sold their good-humored baby clothes online and at conventions. When the pop-up contest welcomed area entrepreneurs to submit their business plans and concepts for a chance to win a rent-free space for four months, use of existing mall or store fixtures, free utilities, and a $500 merchandising package including interior signage, table-printed displays and graphic design services, they capitalized on the opportunity to grow their brand.

“We love that Cute Now Baby Gear has taken their imaginative humor and created such a terrific line of clothing for babies and toddlers. We’re thrilled to welcome them to Wellington Green,” said Rachelle Crain, marketing director at the Mall at Wellington Green.

With the interest from area entrepreneurs around the first Battle of the Pop-Up, the Mall at Wellington Green has announced that local entrepreneurs will have the chance to submit their business ideas for a second Battle of the Pop-Up contest. The winning submissions will be awarded either a kiosk or a storefront, based on availability and the format that best fits the business model and idea. Both winning packages include free rent, signage, visual merchandising and fixturing. The kiosk prize package is valued up to $20,000, and the storefront package is valued up to $25,000.

Participants must be prepared to obtain a business license by Oct. 31, 2018 and operate their store during mall hours from Nov. 1, 2018 through April 30, 2019. The submission deadline is July 20.

Applicants can enter one of three ways: at, by dropping off their entry at the mall’s management office or e-mailing a completed application to Winners will be contacted on Aug. 10.