Pop-Up Revolution: How Raye The Store Curates the Future of Food

Article by Rob Kidd | Photography by Rye The Store | Published April 10, 2025

Amid a consumer revolution toward mindfulness and sustainability, Raye The Store is a beacon of innovation and discovery. The traveling pop-up shop, founded by Nicole Compen, is a carefully curated haven for emerging food, drink, wellness, and beauty brands. AuthenticFood.com talked to Nicole about the origins of this unique concept and her vision for a more thoughtful and authentic approach to consumption.

Nicole’s journey to founding Raye The Store was shaped by her professional  brand and marketing background and her personal passion for health and wellness. “The concept probably took about four years to shape,” she explained. “Even though my background is in brand and marketing, it was more in high-end hospitality rather than purely retail and consumer goods.”

The pop-up model offers an ideal combination of flexibility and creativity for Nicole. “Pop-ups allow us to move around different locations and tailor the offering seasonally,” she said. “There’s also less financial commitment and overhead compared to a permanent location.” The model also aligns with Raye’s identity, with the name symbolizing “a ray of sunshine” that shines a light on the brands it features. “In between pop-ups, everything on our online channels is black and white,” Nicole shared. “When we open a pop-up, there’s a pop of color and a different font to make the space unique.”

Trends and Innovation in Food and Drink

With her finger on the pulse of the retail industry, Nicole has observed exciting shifts in consumer preferences. “I think there’s a lot going on in terms of specific flavors being used, especially from Asian cuisines,” she said. “For example, we’ve seen sake as a product coming up different formats like bottles and cans. At the moment, we also have a brand using pandan as a flavor in vodka.”

Nicole highlighted the rise of functional wellness products as another key trend. “There’s more focus on functional drinks with mushroom powders, ashwagandha, and adaptogens,” she explained. “CBD is still there, but it’s not as big anymore. Mushrooms are taking the spotlight now.” She also noted the increasing attention to female wellness. “Brands are addressing hormonal health and mood support with products like nut butters, chocolate bites, and drinks aimed at women’s health. It’s a topic that’s been hidden for too long, but now it’s being spoken about more openly.”

One of Nicole’s current favorite brands is Flavour Bomb, a natural product designed for taste and convenience. “It’s a ball of herbs and spices that you drop into a sauce. It’s great for making something tasty without using individual ingredients,” she said. Another standout is a snack bar by Lucid, which incorporates functional ingredients like lion’s mane and reishi mushrooms. “They’ve done it in a clever way, using familiar flavors like banana bread or double chocolate while adding that functional element.”

Balancing Tradition and Innovation

Emerging brands often walk a fine line between preserving tradition and embracing innovation. For Nicole, authenticity is tied to storytelling. “With the brands we work with, there’s always a person behind the product,” she said. “When founders come into the store and consumers can chat with them, it creates a deeper understanding of why a product is designed the way it is.”

Nicole also pointed to examples of brands blending tradition with modern techniques. “Fancy by Nature uses traditional Chinese methods for fermenting fruits, but they’ve found a way to speed up the process,” she explained. Other brands, like Koya’s freshly made udon noodles and kimchi from The Ferm, are rooted in time-honored methods while appealing to modern tastes. “Kimchi and fermented products often go back to traditional recipes, but they’re still so relevant today because of their health benefits,” she said.

The Challenges of a Pop-Up Model

Running a traveling pop-up comes with its own set of challenges, both logistical and emotional. “One big challenge is the logistics of setting it up and running it,” Nicole admitted. “But even more so, it’s managing relationships with so many brands. We’ve had stores with up to 100 brands, which means 100 people—sometimes more—all passionate about their products.”

Despite the challenges, Nicole finds immense satisfaction in seeing Raye’s impact. “It’s rewarding when we make introductions for brands that lead to successful listings, investment, or media features,” she said. “Knowing we’ve created a platform for them to be seen is incredibly fulfilling.”

Looking Ahead

As Raye The Store evolves, Nicole keeps an open mind about the future. “Each year starts with a blank slate,” she said. “We’re open to new collaborations and opportunities, whether that’s concessions or something unexpected.”

A strong focus remains on supporting local producers. “Around 90% of the brands we feature are UK-based,” Nicole said. “There’s so much happening internationally, but we shouldn’t forget about the amazing innovators and producers close to home.”

Ultimately, Raye The Store is about sparking curiosity and fostering connections. “We always say we host better-for-you products,” Nicole said. “It’s about bringing awareness to innovative goods and encouraging people to think differently about what they consume.” With its emphasis on storytelling, authenticity, and discovery, Raye The Store is redefining how consumers engage with food, wellness, and emerging brands—one pop-up at a time.

The Raye The Store Spring Showcase: 1st May - 25th May, 2025 Notting Hill, London, England