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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!
Wiki User
∙ 7y ago
Wiki User
∙ 13y agolike ur buying something in a shop. like i want to shop in the shop over there! or something like that.
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