How a Store-within-a-Store Strategy Benefits Both Parties

Posted Friday, May 01, 2015

Sephora inside JCPenney
Sephora inside JCPenney

“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.

Read More

Tags: Best Buy , pop-up store , Shop-in-Shops , specialty retail

Comments (1)

How Shop-in-Shops Benefit Both Retailers and Brands

Posted Friday, May 02, 2014

PHOTO SOURCE: Minneapolis Star Tribune
PHOTO SOURCE: Minneapolis Star Tribune

Shop-in-shop, store-within-a-store, in-store shop, concession, in-store concept.  Whatever you call the concept, they could be defined as a designated space within a host retailer that is dedicated to a specific consumer brand, allowing them to sell goods under their own brand name. This retail concept is not new, but has gained momentum in the last couple of years. The beauty of a store-within-a-store is that both the consumer brand and retailer (typically big box retailers) are benefitting from creating these symbiotic arrangements. Some of the shop-in-shops have become so popular they are viewed as destination shops, where the consumer specifically heads to that store for that brand. 

Benefits of Retailer and Brand Collaborations

Brand manufacturers are rethinking ways to reach consumers directly and retailers are permitting them to make a clear brand and price statement at the point of purchase. Some specific benefits that make the arrangements a win-win:

  • Breathe new

Read More

Tags: Best Buy , KDM Retail , pop-up store , Shop-in-Shops

Comments (1)