High-end clothing company Aether has converted an Airstream trailer into a store that can travel and stop at locations chosen by customers.

The mobile popup has already visited several cities near the brand’s home in Los Angeles.

Trend monitoring website Springwise.com reports the fashion company wanted to find something which had the ease and portability of a pop-up, but was also reusable.

Working with designer Thierry Gaugain, the company created the Aetherstream, an Airstream trailer transformed into a travelling storefront complete with a wood burning stove, custom built sofas, furnishings and decorations from Parisian flea and antique markets.

Destinations for the mobile store are selected by customers who are invited to email the company to suggest a stop.

Springwise says the converted trailer is just one example of how small and independent companies are innovating to compete with online retail giants.

“Other examples include modular, customisable street carts and a new gadget and platform that helps local shops rise to the top of area internet searches.”