Pop Up Malls For Rent in Duke Street, London

The largest selection of short term rental spaces in the world

Why Rent a Mall Space in London Mayfair Duke Street

Renting a mall space in the area offers prime visibility and exclusive access to affluent consumers. The area's reputation is bolstered by nearby landmarks like Oxford Street, which attracts both local and international visitors. Seasonal events in the area, such as London Fashion Week, heighten demand, contributing to its allure for businesses seeking temporary retail exposure.

Bottom line: A mall space locally provides high-end brand exposure due to its proximity to Oxford Street, perfect for short-term retail.

What is Mall Space in London Mayfair Duke Street

Mall space here offers businesses a prestigious retail location with access to high net-worth shoppers. It is characterized by premium property standards and proximity to major attractions like Oxford Street. This location allows brands to benefit from an influx of consumers visiting during peak periods, such as London Fashion Week, making it an ideal setting for temporary retail ventures.

What Should Businesses Consider When Renting Mall Space in London Mayfair Duke Street

When renting a mall space in London Mayfair Duke Street, businesses should evaluate timing, budget, and location type. Entry-level spaces start from £2,000 per month, with costs peaking during events like London Fashion Week. Duke Street commands the highest premiums. Considerations include hiring staff for temporary operations and understanding operational complexity to make the most of this prestigious location.

  1. Objective: Define the brand goals for occupying this premium area.
  2. Budget: Calculate cost influences such as Duke Street's premium rates and London Fashion Week's potential.
  3. Location type: Determine if Duke Street aligns with brand targeting.
  4. Timing: Aim for peak periods like London Fashion Week for increased brand exposure.
  5. Operational complexity: Plan logistics for recruitment, stocking, and temporary staffing needs.

Proper planning ensures businesses effectively tap into the advantageous conditions that Mayfair offers.

What Can Go Wrong When Operating Retail Space in London Mayfair Duke Street

Lease ventures locally can face challenges like legal constraints and operational costs. Mistakes in understanding local zoning laws can disrupt operations. Duke Street's prestige adds expense, with potential costs exceeding £5,000 monthly. Recruitment for temporary staff becomes a necessity. Occupancy missteps or unplanned overheads can risk leasing success and financial sustainability.

  • Mistakes: Misjudging zonal compliance or crowd patterns can affect occupancy rates.
  • Constraints: Prestige locations enforce specific operational limits and higher fixed costs.
  • Legal, operational, or commercial challenges: Costs can escalate without understanding local lease frameworks.

Clearly outlined strategies are essential to manage potential business risks effectively.

Which Businesses Benefit Most from Booking Mall Space in London Mayfair Duke Street

Brands targeting luxury consumers will find great value in booking mall space locally. Neighboring attractions like Oxford Street provide consistent footfall from an international audience. Luxe brands seeking high-end brand alignment during events such as London Fashion Week benefit most from these prime locales due to target audience convergence.

  • Named local landmark, street, or square: High visibility from adjacent Oxford Street.
  • Specific audience type: Luxury brand consumers frequenting trend-focused events.
  • Commercial advantage: Elevated branding opportunities during peak seasonal demand events.

Understanding the strategic importance of location and event timing can enhance brand success.

Q: What permits do I need to rent a retail space in London Mayfair Duke Street?

A: To rent a retail space in the area, a standard local commercial license is required. Businesses should initiate the application process at least eight weeks prior to the desired start date. Additional permits may be necessary for specific promotions or seasonal setups. A platform like xNomad can facilitate compliance by connecting companies with pre-approved spaces ready for occupation.

Q: What mistakes should brands avoid when booking a mall space in London Mayfair Duke Street?

A: When booking a mall space locally, brands should avoid underestimating the costs of prime location leases. Ensuring alignment with target demographics is crucial, as is securing all necessary permits well in advance. Being aware of the extensive preparation required for events like London Fashion Week can prevent operational setbacks.

Q: How far in advance should I book a mall space in London Mayfair Duke Street?

A: For a mall space here, it is advisable to secure reservations three to six months ahead of key events like London Fashion Week. Booking early guarantees access to prime locations and better lease rates. Utilizing platforms such as xNomad can streamline the process by identifying available spaces swiftly, allowing businesses to focus on event preparation and marketing tactics.

How much should you budget for a mall space in London Mayfair Duke Street?

The cost of booking a mall space in the area varies based on several key factors such as size, location, and season. Situated near prominent landmarks like Oxford Street, this prestigious area commands higher rental rates. Peak demand often coincides with the festive season, notably during Christmas shopping periods, which further influences pricing.

Quick answer: Mall space rental in London Mayfair Duke Street ranges typically from £2,500 per week for entry-level options. Buchanan Street can see rates exceed £15,000 weekly during Christmas shopping peaks.

How Does Mall Space in London Mayfair Duke Street Work for Brands and Retailers?

Mall spaces in London Mayfair Duke Street offer brands and retailers an opportunity to connect with affluent consumer traffic, given the location's proximity to world-renowned shopping destinations. Leasing space in this area allows retailers to use London's bustling shopping seasons, such as the Christmas period, to maximize exposure. Managed spaces often come fully fitted, meaning setup time is minimized for brands eager to commence trading.

What Factors Affect the Cost of Booking a Mall Space in London Mayfair Duke Street?

The cost of renting a mall space in the area depends largely on size and location. Smaller spaces typically range from £2,500 to £5,000 weekly. Mid-range options vary between £5,000 and £10,000 weekly, while premium spaces near Oxford Street may surpass £15,000 weekly during the Christmas shopping period. Additional costs like marketing can add £1,500 to ongoing expenses, dictated by campaign scope and duration.

  • Size and Layout: Larger spaces demand higher prices.
  • Location: Proximity to key shopping streets increases costs.
  • Demand Periods: Prices peak during Christmas shopping.

Securing the right space requires balancing size with expected consumer exposure, especially for time-limited promotions.

How Can Brands Spend Less on a Space in London Mayfair Duke Street?

Brands can cut costs for mall space in the area by planning and executing strategically. Booking during off-peak months, such as February, when demand wanes after the winter sales, guarantees more competitive rates. Plus, negotiating flexible lease terms can help brands efficiently manage expenses based on their operational goals.

  • Off-Peak Booking: Consider times like February to benefit from lower demand.
  • Lease Negotiation: Tailor agreements to cover fewer months or adjust terms.
  • Shared Spaces: Splitting costs with another brand can halve monthly payments.

Researching potential incentives offered by spaces, such as reduced rates for initial lease agreements, can also be beneficial.

Short-Term Hire in London Mayfair Duke Street: What's in the Price?

Short-term hire prices for mall spaces in London Mayfair Duke Street often include several essentials. Bargains typically cover basic fit-out, utilities, and maintenance. However, some costs, like insurance and promotional activities, are extra. Service charges might also apply, adding complexity to final expenses despite a promising upfront lease.

  1. Fit-Out: Basic fixtures and utilities are generally included.
  2. Maintenance: Regular upkeep is often part of the package.
  3. Service Charges: These can vary depending on specific lease terms.

Brands should verify what their agreement covers to prevent unexpected recruitment costs for additional staffing or specific equipment.

What should brands check in the contract before signing a short-term lease for a mall space in London Mayfair Duke Street?

Before signing a short-term lease for a mall space on London Mayfair Duke Street, brands should meticulously examine the contract. Crucial elements include the lease duration, payment terms, and any additional fees, such as utilities or service charges. Understanding any hidden costs or obligations is essential. For effective space booking, legal advice or using marketplaces like xNomad is advised to clarify obligations and streamline negotiation.

What is the cancellation or exit policy for a short-term mall space lease in London Mayfair Duke Street?

For short-term mall space leases in the area, cancellation or exit policies can differ notably between landlords. Typical agreements might require notice periods of 30 days. Early termination can result in forfeiture of deposits or additional charges. Brands should carefully review lease terms regarding exit provisions. Engaging with a platform like xNomad can provide insights on flexible leasing to avoid potential financial penalties.

Can international or overseas brands rent a mall space in London Mayfair Duke Street?

International brands are permitted to rent mall space in London Mayfair Duke Street. These brands often lease spaces to enrich their global presence in this elite market. However, they must comply with local regulations and tax obligations. Ensuring involvement with a knowledgeable local representative or consulting with a platform like xNomad can simplify this procedure, enhancing the booking efficiency and adherence to all legalities.

What are the benefits of leasing a mall space in London Mayfair Duke Street?

Leasing mall space on Duke Street in London Mayfair offers unparalleled brand visibility and customer interaction. This prime location benefits from its proximity to landmarks like Grosvenor Square and high-end consumer events such as London Fashion Week, creating an ideal setting for brand activations.

Quick answer: Renting mall space on London Mayfair Duke Street boosts brand visibility by capitalizing on high-spending consumer traffic, particularly during high-profile events like London Fashion Week.

How Does Leasing a Mall Space in London Mayfair Duke Street Work for Brands?

Leasing a mall space here allows brands to engage directly with high-income shoppers. In this esteemed area, known for luxury retail, brands can secure short-term spaces to enhance customer experience and marketing reach. The landmark proximity, such as Grosvenor Square, enhances brand exposure significantly.

What Commercial Outcomes Can Brands Expect From a Mall Space in London Mayfair Duke Street?

Brands leasing mall space locally often achieve elevated consumer engagement. This area attracts a distinct audience, particularly affluent shoppers seeking luxury brands. The high footfall from nearby landmarks like Oxford Street secures steady traffic, making short-term hires effective during events like London Fashion Week for increased brand awareness, footfall, and consumer interactions.

  1. Attract affluent consumers seeking luxury with proximity to Grosvenor Square.
  2. Amplify presence during high-traffic periods like London Fashion Week.
  3. Facilitate direct consumer interaction and boost footfall.
  4. Hiring flexible mall space staffing to adapt to demand spikes.
  5. Generate media exposure through strategic activations.

Overall results can include new customer acquisition, a surge in repeat visits, and positive press coverage, especially when operational staffing strategies are aligned for high demand periods.

How Does a Mall Space in London Mayfair Duke Street Compare to a Permanent Store?

Leasing mall space here provides scalability and lower financial commitment than permanent retail. With fixed store rates on Oxford Street reaching high levels, temporary hires present a cost-efficient marketing strategy. Unlike permanent stores, short-term leasing adapts to seasonal trends, providing brands the agility to respond to peak demand periods.

  • Flexible leasing terms reduce risks compared to permanent locations on Oxford Street.
  • Capitalize on seasonal events such as London Fashion Week without long-term leases.
  • Short-term space rentals require less initial capital investment.
  • Enhance marketing opportunities with adaptable, targeted promotions.

These fluctuations in consumer behavior, seasonal purchases, and peak events like London Fashion Week present brands with unique opportunities to maximize their reach cost-effectively.

How Can Brands Get the Most Out of a Mall Space in London Mayfair Duke Street?

Brands can enhance their mall space strategy on London Mayfair Duke Street with operational planning and effective showcases. Align recruitment and staffing with peak periods, such as London Fashion Week, to handle increased traffic. Utilize booking platforms like xNomad to secure ideal locations, ensuring visibility near high-footfall areas like Grosvenor Square.

  • Conduct prior layout fit-outs to optimize space during high traffic.
  • Time activations around peak events, such as London Fashion Week.
  • Recruit targeted staff to manage consumer interactions.
  • Use xNomad for efficient space discovery and booking.
  • Evaluate strategic promotions for appealing consumer engagement.

Employing these tactics can drive increased consumer interest, optimize visibility and ensure efficient space utilization.

What should brands have in place operationally before occupying a mall space in London Mayfair Duke Street?

Brands should prepare by developing a comprehensive activation plan, ensuring staff are trained to manage consumer interaction and optimize the brand experience. Fitting and layout set-up should be complete prior to opening. Leverage data from past activations in areas with similar demographics, ensuring the strategy aligns with expected foot traffic from nearby attractions like Oxford Street.

How do brands measure whether a mall space in London Mayfair Duke Street has been worthwhile?

Brands can evaluate the success of leasing a mall space on London Mayfair Duke Street through customer acquisition rates, sales metrics, and walk-in traffic analysis during peak periods like London Fashion Week. Monitoring PR visibility and consumer engagement levels will also provide insights. Tracking these KPIs will guide future leasing strategies and potentially extend successful runs.

What type of brand gets the strongest return from leasing a mall space in London Mayfair Duke Street?

Brands offering luxury and premium products benefit most from leasing mall space on London Mayfair Duke Street. The location attracts consumers interested in high-end brands, particularly during events like London Fashion Week. These brands can considerably enhance their visibility and reputation by directly interacting with a discerning audience seeking quality and exclusivity.

How can brands extend or scale a successful mall space run in London Mayfair Duke Street?

Successful brands can extend their engagement by tapping into consumer data to refine offerings, staying adaptable to consumer trends, and maintaining strong relationships with event organizers. Using platforms like xNomad to explore new leasing opportunities is vital for scaling. Reinvesting in targeted marketing campaigns extends buzz and management of increased walk-in traffic post-high-profile events, like London Fashion Week.

What Are the Most Popular Neighborhoods to Secure a Mall Space in London Mayfair Duke Street?

Mayfair in London, particularly Duke Street, is renowned for its luxurious shopping destinations, catering prominently to high-end brands and discerning consumers. During peak shopping seasons like Christmas, the area becomes a focal point of commercial activity, attracting both local and international visitors who flock to experience the opulence and atmosphere.

Quick Answer: Mayfair is the prime area for securing a mall space in London, specifically Duke Street, known for its premium positioning and luxury retail offerings.

How Does Mall Space in London Mayfair Duke Street Vary Across Neighborhoods?

Mall spaces in London Mayfair Duke Street vary based on consumer demographics and luxury positioning. While Duke Street commands premium rates due to its exclusivity and proximity to luxury brands, surrounding areas like Oxford Street cater to a different, more mainstream audience. The choice of neighborhood is key for brand positioning, as each area attracts diverse consumer profiles affecting operations.

What Factors Should Guide Your Choice of Neighborhood for a Mall Space in London Mayfair Duke Street?

Choosing the right neighborhood for a mall space in the area involves understanding consumer desires and shopping habits. Brands targeting high-end shoppers should consider Mayfair for its high-spending clientele. Entry-level mall spaces in peripheral areas outside Mayfair start from £2,000 per week. However, premium locations on Duke Street may exceed £6,500 during holidays like Christmas. Each zone’s character influences marketing opportunities, with distinct operational challenges such as strict parking regulations on narrower Mayfair streets. Shoppers are drawn to timed events such as London Fashion Week, which considerably boosts walk-in traffic in Mayfair.

What Are the Hidden Costs of Securing a Mall Space in the Wrong Zone of London Mayfair Duke Street?

Choosing an unsuitable neighborhood for a mall space in London Mayfair Duke Street can lead to mismatches between brand identity and local clientele, affecting sales. Streets like Oxford Street may present licensing challenges that affect recruitment efforts to find the right team. Costs can escalate unexpectedly, with rent potentially ranging from £3,000 weekly in locations not aligning with a brand’s identity. Misjudged neighborhoods can lead to hidden expenses in repositioning marketing campaigns and altering operational strategies.

What Kinds of Brands Benefit Most From Leasing a Mall Space in London Mayfair Duke Street's Top Districts?

High-end luxury brands gain significant value from leasing mall space in London Mayfair Duke Street. Brands that attract high-spending audiences thrive by the shopping district of Bond Street. Duke Street’s prime placement near landmark attractions like Grosvenor Square fosters exposure to international tourists and high-spending locals. Brands aiming for prestige benefit from the elite shopping experience, ensuring marketed products align with consumer expectations.

Q: What permits do I need to occupy a mall space in a residential neighborhood in London Mayfair Duke Street?

A: To occupy a mall space in a residential area of London Mayfair Duke Street, commercial planning permits are essential. Lead time for obtaining these permits may vary, typically ranging from 4 to 8 weeks depending on zoning-specific restrictions. Duke Street, with its high commercial density, may offer some pre-approved venues, simplifying the process for potential businesses.

Q: What mistakes do brands make when comparing neighborhoods for mall spaces in London Mayfair Duke Street?

A: Brands often misjudge the market fit when comparing neighborhoods for mall spaces locally, failing to align brand identity with consumer demographics. Misunderstanding the local clientele or overlooking the premium positioning of Mayfair can lead to operational adjustments and increased marketing costs to attract the right audience.

Q: Is a mall space in an emerging neighborhood of London Mayfair Duke Street suitable for a first-time brand?

A: A mall space in an emerging neighborhood near London Mayfair Duke Street can be suitable for first-time brands targeting affluent consumers unused to their offerings. While costs may be substantial, reaching £3,500 per week, visibility and access to high-spending foot traffic can provide significant returns during key periods such as London Fashion Week.

Q: What should I check before signing a lease in a secondary neighborhood in London Mayfair Duke Street?

A: Before signing a lease in a secondary area near London Mayfair Duke Street, assess foot traffic and demographic alignment with your brand. Verify potential access issues due to narrow street layouts and current pedestrian traffic trends. Ensure terms are flexible to adjust leasing agreements based on performance during peak demand periods, such as holiday shopping seasons.

What Are the Steps to Plan a Mall in London Mayfair Duke Street

Planning a mall here involves several essential steps, from site selection to operational setup. This prestigious location, near the notable Hanover Square, attracts businesses due to its high-spending customer base and high visibility. The planning process must align with local regulations and the area's historical significance.

The short version: Planning a mall in the area requires aligning with local regulations and obtaining permits in advance, ensuring the project meets the area's commercial potential.

How Does Planning a Mall in London Mayfair Duke Street Work for Brands

Planning a mall in London Mayfair Duke Street involves obtaining the necessary permits and confirming compliance with local regulations. The area is known for its luxury market and attracts a high-end clientele, making it vital for brands to secure prime locations. The planning cycle includes site analysis, budget allocation, leasing agreements, and operational logistics, all tailored to the needs of this upscale district.

What Groundwork Should Brands Complete Before Leasing a Mall Space in London Mayfair Duke Street

Brands planning a mall in London Mayfair Duke Street must begin by defining their objectives and target demographics. Entry-level spaces usually start around £1,200 per square meter annually. Mid-range options on adjacent streets vary from £1,700 to £2,000 per square meter. Premier locations near Hanover Square can exceed £2,500 during seasonal peaks like Fashion Week. A budget accommodating these costs must include fit-out and licensing expenses, which might add an additional £500 to £1,000 annually. Brands should secure the necessary commercial permits well in advance and plan around peak periods such as the Christmas shopping season.

When planning a mall in London Mayfair Duke Street, brands should follow these steps:

  • Conduct an initial feasibility study to understand market demands.
  • Secure a suitable property through lease agreements.
  • Obtain necessary permits from the Westminster City Council.
  • Develop a detailed architectural design and layout plan.
  • Arrange for building fit-out, which could take 2 to 4 months.
  • Manage logistics for tenant placement and services.

The process must consider Mayfair's heritage status, requiring careful coordination with authorities. The hiring of management staff should align with tenant move-in schedules. Booking platforms like xNomad can assist with space booking and logistics for tenant fit-out.

What Operational Pitfalls Should Brands Avoid When Planning a Mall in London Mayfair Duke Street

Common pitfalls when planning a mall in this locale include delays in obtaining permits and the potential for recruitment challenges affecting project timeliness. Coordination issues between tenants and regulatory bodies can also arise. Planning missteps often occur with unexpected zoning restrictions in historical areas around Bond Street, leading to cost overruns above initial estimates. Rent expenses on Duke Street may escalate if not clearly defined, with premium spaces exceeding £200,000 annually during busy commercial periods like the December shopping rush.

What Confirms That a Mall in London Mayfair Duke Street Is Ready to Launch

A mall in London Mayfair Duke Street is ready for launch once all tenant leases are finalized, spaces are fully occupied, and marketing plans are in place for grand openings. Hanover Square's reputation drives well-off customer flow, ideal for promoting high-end retail openings. Ensuring staff are trained and operational processes are tested completes the setup. Brands should align their opening with shopper influx periods, such as early autumn when consumer interest peaks.

Q: What permits or approvals are needed to plan a mall in London Mayfair Duke Street?

A: To plan a mall in London Mayfair Duke Street, developers must secure planning permission from Westminster City Council. This involves submitting detailed architectural plans and consultation with local heritage officers due to the area's historical significance. Permit processing usually takes 8 to 12 weeks. Leasing can commence once permissions are granted, ensuring compliance with zoning laws and tenancy regulations.

Q: How far in advance should brands start planning a mall in London Mayfair Duke Street?

A: Brands should start planning a mall in London Mayfair Duke Street at least 18 months to 2 years in advance. This timeframe allows for thorough feasibility studies, securing premium sites, obtaining necessary permits, and coordinating tenant move-ins. Early planning reduces risks associated with competition for high-demand locations and ensures readiness for commercial peaks, such as the holiday shopping season.

Q: What should be confirmed before signing a space agreement for a mall in London Mayfair Duke Street?

A: Before signing a space agreement in London Mayfair Duke Street, brands must confirm the site's zoning compliance and verify that necessary permits are obtainable. Beyond that, understanding walk-in traffic patterns linked to Hanover Square and tenant demand is key. Lease terms should be clear on cost components and duration, aligning tenant interests with planned retail activities, to boost occupancy and minimize financial risks.

What Is the Ideal Duration to Book a Mall Space in London Mayfair Duke Street?

The ideal duration to rent a mall space here varies based on your business needs, but a range from a week to a month is typical. Duke Street's proximity to renowned shopping destinations like Oxford Street makes it a prime location, especially during peak shopping seasons around Christmas and Boxing Day.

Quick answer: For optimal results, secure a mall space here for one to three weeks. Services like xNomad can assist in finding short-term commercial spaces.

What is mall space short-term space booking in London Mayfair Duke Street?

Short-term space booking here involves renting a mall space for a brief period. This flexible strategy caters to brand activations, seasonal promotions, or temporary retail experiences. The area is vibrant, and its booking calendar is busiest during holiday seasons, which impacts the best times for securing or leasing a space.

How Do You Choose the Right Rental Length for a Mall Space in London Mayfair Duke Street?

Choosing the right duration to book a mall space here depends on several factors. Your objective is paramount, whether launching a product or testing a new market. Costs in Mayfair can start at £1,500 per week, with prices spiking during Christmas along Oxford Street. Bookings are usually offered in weekly increments, with a three-week minimum common. Seasonal peaks such as the Back-to-School period not only drive passing trade but also demand advanced space reservations. When planning, factor in setup logistics to ensure a smooth transition into the space.

What Are the Consequences of Misjudging Your Booking Duration in London Mayfair Duke Street?

Misjudging the duration of renting a mall space in London Mayfair Duke Street can lead to operational and financial setbacks. Over-committing by securing space for too long can result in empty days, driving up costs unnecessarily. Alternatively, booking too briefly may not allow time to capture the desired audience. Streets like Dukes Street may have strict exit clauses in leases. Recruitment may also be affected by sudden duration changes, impacting staffing or recruitment needs. Errors in booking duration can result in a £500 increase in rental fees due to last-minute extensions.

Who Benefits Most from a One-Week vs. One-Month Mall Space Booking in London Mayfair Duke Street?

Brands looking for targeted exposure during key sales events benefit from one-week mall space bookings in the area. Pop-ups near Duke Street can create urgency and interest among tourists flocking to nearby Bond Street. Longer one-month leases suit brands seeking sustained presence, possibly aligning their marketing strategies with ongoing cultural or commercial celebrations like London Fashion Week. Short-term bookings target impulse buyers, while longer leases cater to relationship-building initiatives.

Q: Can a mall space booking in London Mayfair Duke Street be extended after it has started?

A: Yes, extending a mall space booking in London Mayfair Duke Street is often possible, with prior arrangement. Many landlords include extension clauses that can be activated if requested early, typically 7 to 10 days in advance. During peak times like Christmas, extensions become more challenging. Using services like xNomad can simplify identifying initiatives that offer flexible leasing terms.

Q: How far in advance should you reserve a mall space in London Mayfair Duke Street for peak season?

A: It is advisable to reserve a mall space locally at least three to four months before peak shopping periods, like Christmas or Boxing Day. Early reservations help secure prime spaces and negotiate favorable terms in high-demand periods. Booking platforms can offer alerts for when venues are available for future reservations, ensuring readiness for strategic timings.

Q: What is the minimum booking period for a mall space in London Mayfair Duke Street?

A: The minimum booking period for mall spaces in London Mayfair Duke Street is typically one week. Venues in prime locations like Duke Street may require leases for at least five to seven days, accommodating events or seasonal promotions. Manage your rental actively, as shorter durations might not satisfy the landlords' leasing policies.

Q: What happens if you need to vacate a mall space early in London Mayfair Duke Street?

A: Exiting a mall space lease early in the area depends on the lease structure and any signed agreements. Early termination may involve penalties or forfeiture of deposits, especially in destinations with long waiting times due to demand. Lease terms should be reviewed carefully to understand conditions for leaving before the agreed-upon period ends.