• USA Today, Thursday, October 28, 2010 10:51 AM

Bruce Horovitz reports on some new, offbeat pop-up stores that are just as often opening for brand building as they are for profit.

Harry & David is opening 16 pop-up "orchards" at urban sites for the holidays, for example. "It's not just about seasonal sales," says CEO Steve Heyer. "We want people to see that while we're true to the brand heritage, we're more relevant and contemporary." And in mid-November, Disney is opening a pop-up store in Culver City, Calif., for six weeks with high-end TRON:Legacy items such as $795 Jerome Rousseau shoes.

"There's an instinct to want to see something that's only going to be there temporarily," says Christina Norsig, founder of consultancy Pop-Up Insider. "You want to see it before it's gone." Like your paycheck, I guess.

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