Lady Pipa to Open Pop-Ups in London, Amsterdam, Paris
The Madrid occasionwear brand plans three temporary stores in Europe's major fashion capitals between March and May 2027.
Updated on Nov. 6, 2026 in Fashion
Madrid-based occasionwear brand Lady Pipa will open three pop-ups in London, Amsterdam and Paris between March and May 2027, CEO Rocío Gómez Buhigas announced at eShow in Madrid. Online sales outside Spain already account for 60 percent of the company's total sales.
Why it matters
The pop-ups are part of the company's international expansion strategy and are expected to help offset the cost of heavy investment in digital advertising. For readers following fashion retail, the move shows a digitally native label testing physical retail as its online reach grows.
Lady Pipa's clothing accounts for 94 percent of sales, and the brand has 1.2 million Instagram followers and 250,000 TikTok followers. The company's 2026 turnover projection of 17.5 million euros has not yet been confirmed by audited results.
The players
Lady Pipa
A Madrid-based occasionwear brand that has grown largely through online sales and now plans physical pop-ups across Europe.
Rocío Gómez Buhigas
The chief executive of Lady Pipa who announced the pop-up expansion at eShow in Madrid.
The details
Lady Pipa was founded in 2018 by Sara González, and its turnover grew from 200,000 euros in 2018 and 2019 to 2.1 million euros in 2021 and 7.3 million euros in 2022. CEO Rocío Gómez Buhigas made the announcement during her speech at eShow, the e-commerce and technology trade show held at Ifema in Madrid.
Timeline
2018: Lady Pipa is founded by Sara González.
2021: The first Madrid store opens as turnover reaches 2.1 million euros.
November 4 and 5, 2026: The CEO announces the pop-ups at eShow in Madrid.
March to May 2027: Pop-ups open in London, Amsterdam and Paris.
Retail Shift
Lady Pipa's pop-ups follow a pattern set by digitally native labels such as Glossier and Warby Parker, which opened physical stores in the 2010s to build brand awareness beyond their online channels. The move reflects an effort to balance rising digital advertising costs with in-person retail.
Shoppers outside Spain who already buy Lady Pipa online will be able to try the clothing in person at the London, Amsterdam and Paris pop-ups between March and May 2027. The company has not yet announced pricing or whether pop-up merchandise will differ from the online range.
The takeaway
Brands that started online are increasingly testing physical stores to reach customers directly. Lady Pipa's three pop-ups will show whether temporary retail can translate online demand into in-person sales.
What happens next
The three pop-ups are scheduled to open in London, Amsterdam and Paris between March and May 2027.
Further reading
For more on how brands are moving between online and physical retail, see the Fashion section.
Source note: This article includes information reported by FashionUnited.
