Makeup retailer Glossier (glossier.com) started as a blog with a direct-to-consumer business model. In markets such as Miami, Los Angeles, and London, where it has deep penetration, it has established permanent stores. It has also experimented with pop-up stores in markets with established customer bases. Why might a native online brand like Glossier want to have a physical retail presence? What are the benefits of pop-ups compared to permanent locations for a brand like Glossier?