“Store-within-a-store”, also called “shop-in-shops”, “in-store concepts” and “concessions” are effective strategies not just for department stores, but also for big-box retailers and some specialty retail stores. Whatever you call the concept, it is basically defined as a carved out space within a host retailer that is dedicated to a specific consumer brand. These aren’t just boutique areas, the spaces are controlled by the brands themselves; allowing them to sell their goods at their price point, under their brand name, with their brand look feel and even their own employees. They also bring with them the outlook and expertise of their own brand, regardless of the retailer’s culture.
The allure of a shop-in-shop is that both the consumer brand and host retailer are benefitting from creating these symbiotic arrangements.
Benefits of Retailer and Brand Partnerships
This time last year, we posted a popular blog on this same subject.