Preppy fashion retailer Jack Wills is to open pop-up shops this Christmas in the UK and US to take advantage of the festive rush.

The retailer is this month opening pop-ups in Westfield London and Cribbs Causeway in Bristol. It is also opening one in the Westchester mall in White Plains, New York as it increasingly aims to push the brand in the states where it has 15 stores.

Pop-up stores have proved a popular way for retailers to take advantage of heightened Christmas demand without the overheads associated with permanent shops.

Retailers including Bank, Toys R Us, The Original Factory Shop and Boden opened temporary shops during last year’s festive season. Harvey Nichols is again opening Christmas pop-up food markets in the Trafford Centre and Liverpool One this year.

Jack Wills, which has 60 shops in the UK and Ireland, last week opened a permanent store in Newcastle and sources indicated it was its most successful launch to date. The retailer is also opening in Bluewater next week, which will be its first out-of-town shopping centre store.

As well as the US, Jack Wills also operates three shops in Hong Kong and four in the Middle East.

Jack Wills founders Peter Williams and Robert Shaw are thought to be seeking a sale or float that they hope will value the business at £500m.

The founders own 70% of the business and private equity group Inflexion holds a 27% stake.

The retailer posted a £9.7m pre-tax loss in the year to February 3 as it conducted a restructure that included closing its Aubin & Wills fascia.

It also this year bolstered its management team with appointments including new marketing, sourcing, international, finance and retail directors.

Jack Wills declined to comment on its pop-up strategy.

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