After launching their first pop-up store at Milsom Place in Bath, Shepton Mallet firm Boudavida is moving its brand of comfy activewear to Clarks Village, Street, for an initial one-year period.

The store in Milsom Place, which has formed one of the sales channels for the brand that is based on Shepton Mallet's Charlton Estate, was intended as a pop-up to test how a physical retail presence would impact the business.

Anabel Sexton, CEO and owner of Boudavida, said: "The benefits of running a small business in challenging conditions is the ability to be agile and service different markets.

"Having a physical store has helped boost sales, exposing the brand to consumers not likely to shop online.

"There has been a positive response from consumers in Bath who have enjoyed free fitness sessions through the shop run by our brand ambassadors but the time is right for change.

"Clarks Village represents another opportunity to reach new customers in the South West where Boudavida's HQ is situated."

The 2019 CB Insights report concludes that pop-ups should be a part of every retailers strategy: "We are now seeing pop-ups become a staple for all types of retailers, from Alibaba and Amazon to Calvin Klein and Macy's".

Alongside the need to reach new customers through pop-ups, The Business of Fashion State 2019 report highlights the upsurge in the proliferation of smaller brands as more consumers look for unique product that can't be found on every High Street.

The brand continues to sell online where the new collection is expected to be released in September but the company says it relishes the opportunity to bring its vision to an environment rich with successful brands.