The «shop in shop» retail concept is where a brand owner or retailer takes space in another retailer’s store and fits it out to provide selling space dedicated to that secondary company’s products.
A lot of brands/retailers have monobrand stores which are totally dedicated to their ranges e.g. adidas, Hugo Boss, UGG or Levi’s; often they have «shop-in-shop» programs where they occupy a set amount of space in other multiple outlets, in addition to their monobrand stores.
One example of the mix of retail space is Umbro, with nearly 2,000 outlets but 80% are «shop-in-shop» outlets and the balance stand-alone monobrand stores. There are benefits to both retailers e.g. shared costs, shared marketing and demand-generation, and speed to market. The concept is as old as the farmers’ market!
