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

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


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.

Also known as stores-within-a-store, these spaces are located within a larger retailer and rented by a manufacturer or wholesaler to exclusively sell one specific brand. Traditionally deployed by department stores in their beauty sections, the format is well-known to boomers. Think back to perusing lipstick shades at the Estée Lauder counter embedded in Macy’s.

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This story first appeared in the April 12, 2021, issue of Adweek magazine. Click here to subscribe.