Retailers Reimagine Shops-in-Shops for Next-Gen Consumers

Target, Nordstrom and Kohl's hint at new possibilities for an old concept

Tonal
In early March, fitness brand Tonal said it would be opening 40 experiential stores inside Nordstrom. Tonal, Nordstrom

In retail, it’s inevitable that what’s old invariably gets repackaged and marketed as new for the next generation of shoppers. And so it is with the shop-in-shop strategy.

This story first appeared in the April 12, 2021, issue of Adweek magazine. Click here to subscribe.
@RichCollings richard.collings@adweek.com Richard Collings is a retail reporter at Adweek.