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!

This page, website will be extended with more information about "shop in shop" concept in the near future.