Indie e-retailer Etsy is popping up at Indigo

Etsy, the website dedicated to peddling handcrafted and vintage wares, is aligning itself with powerful book retailer Indigo. Starting April 1, shoppers will be able to browse a selection of handmade jewellery, cutting boards and other unique Etsy goods at the bookstore’s Toronto Eaton Centre location. The pop-up will feature ten local artisans, whose products will also be sold on the Indigo website.

The new collaboration may be a match made in retail heaven: Etsy will get access to a broader sales platform and a new clientele, while Indigo will gain some indie cred with local shoppers. “It’s a nice traffic-sharing of a like-minded audience,” said Etsy Canada head Erin Green, who spoke to Marketing Mag. As part of Etsy’s wholsesale program, the retailer has been popping up at a few other established stores recently, including West Elm and Hudson’s Bay. Etsy sellers will also comprise a big chunk of this spring’s One of a Kind Show, where a special zone will be dedicated to the e-retailer.