Release Date: Tuesday, October 25th 2011

Pop-Up Shops a Poppin' on Water Street

With the ongoing success of the popular boutiques, Luci ,WhiteStar Mensgear, Ms. Ruby,Beauty and Lounge; Water Street has become a top shopping destination.

The new idea of “pop up” shops has recently become a huge success in other cities. “Pop-up” shops give people a chance to test their business in a high traffic area, at an affordable price. Thus far, Lounge boutique has had incredible success with their two, pop-up stores in one.

White Star clothing made its debut on Water Street two years ago. White Star is now integrating the “pop-up” store approach, with the idea to expand its store by subdividing the space into four stores in one. “This will add additional retail options for our clientele on Water Street. “says Clai Green, co-owner of Luci and White Star.

This year we are restructuring our business, and making room for 3 other stores to share the White Star space. This will provide a great opportunity for those who want to start a business.” says Clai Geen and Leon Lefeber, owners of White Star.

The concept is simple; we put three new tenants in our space, and give them each roughly 400 to 500 square feet. This will provide new business owners the chance to start their business, without putting a lot of investment into the store front.  With the opening of the other boutiques on Water Street, it has created huge success in the fashion business. If you were to ask me where else I would open an apparel store, accessories or home store in Milwaukee, I would say ONLY on Water Street; the best traffic hands down!” says Green.

White Star’s store front is ready to go; all we have to do is add the new “pop- up” stores signage. Leases will be available for 6 months to a year. The goal is to provide Water Street with an additional selection of shopping. “We plan on being very selective in our tenants as we want to compliment those already on the block!”

Those that are interested in starting or relocating an existing business; please call 414-364-3761, 414-226-0114 or email


The East Town Association was officially incorporated in 1983, although it began in the early 1960’s.

The first Bastille Days took place July 17 & 18 in 1982 and we celebrate the 30th anniversary in 2011. 

East Town Market celebrates 15 years in 2011 and over 80 vendors participate annually.

Jazz in the Park started in 1991, 21 years later we have over 8,000 weekly attendees.

The Storm the Bastille started in 1985.  Today, over 5000 runners and walkers participate.

November through May, check out the East Town Market at Discovery World on the 2nd Saturdays from 10am to 2pm. 

The first Bastille Days was located on Jefferson Street directly in front of George Watts & Son, today Bastille Days has four stages and occupies eight city blocks.

Beginning in 2009, we no longer allow guests to carry in their own alcoholic beverages to any of our events, including Jazz in the Park. Support these free events and buy a glass of wine!

Over 200 businesses and 100 individuals are members of the East Town Association, see why!

Did you know you can get your knives sharpened at the East Town Market?

EAST TOWN ASSOCIATION 825 N Jefferson St Milwaukee, WI 53202 414.271.1416 email:
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