Another big UK tech etailer is experimenting with High Street retail - this time it's Overclockers UK that's testing the waters and selling in a pop-up shop for the first time.
The PC gaming system builder will be featuring in a Kingston HyperX pop-up shop at 27 Peter Street in Soho W1F 0AR, from May 27th to 31st, PCR can exclusively reveal.
Overclockers UK is partnering with Kingston HyperX and Intel with the retail space, where a pro League of Legends gamer and others will be in attendance on May 28th. They will be setting lap times in the Project Cars game for members of the public to beat and win daily prizes, with the overall winner receiving a custom gaming rig.
The pop-up shop will feature a front cafe space and a back room with four gaming rigs set up. Members of the public will be able to buy HyperX accessories and components in-store as well as other gear from Overclockers.
It will open at 3pm on May 27th, while a press event will take place on May 28th from 5pm to 8pm with the pros available to play against, plus drinks and nibbles. There will also be a press raffle.
Overclockers UK has previously tested physical sales at events like Multiplay Insomnia in the past, but this kind of physical retail space is a first for the etailer, which is well known online for its range of gaming systems and components.
"The theme of the event is named 'Meet the Pros' and is focused around providing an immersive gaming experience where attendees can meet with key influencers, professionals and brands in the gaming sector," read a statement sent to PCR.
"This is also a great chance to see how the relationship between HyperX, OCUK and Intel has developed as well as some newly released products."
Last year Ebuyer told PCR it was thinking about opening its first High Street stores, and trialled physical sales at The Gadget Show Live last month. However, last month MD Stuart Carlisle said Ebuyer was 'still a long way' from opening its first stores.
Overclockers UK purchasing manager Andrew Gibson said: "OcUK are a bespoke retailer offering custom high-end products with several UK exclusives. Ebuyer are great but just shift boxes, OcUK are true experts and are passionate about what they do."