With the demise of a string of well-known High Street retailers there will be some large premises available for new tenants. It is likely that the Shop in Shop concept is one option for filling such large spaces.
What is Shop In Shop ?
One recent blog post defined the concept as
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.
Most often the stores will include fashion brands, jewellery displays, perfume and cosmetic display, niche food and drink brands.
The idea has been around for a long time, and while it has recently had its failures stores such as Selfridges and Harvey Nicholls suggest that if the overall brand is strong and the instore partners carefully curated, then the idea is one that could help revive the High Street.
The above two stores have combined popular brands with up-and-coming names as well as integrating experiential and event shopping across many crowded floors.
Shop in Shop Display Needs to Impact
For the retailer going into the store there are lots of advantages: they are going into an established location with strong branding and social media presence. Renting space within the store is less costly than renting and fitting out a standalone store.
The main disadvantage for the retailer is the amount of competition under one roof.
This makes the effectiveness of shop in shop display paramount. The space needs to attract customers in a space already overloaded with branding, signage and display from other retailers. The display needs to support the retailers brand while also reflecting the brand of the store itself.
There are lots of practical requirements to in terms of maximising the amount of stock stored, displayed and promoted without looking like a warehouse.
Wrights Plastics Store In Store Services
We offer effective retail display solutions to a range of High Street retailers and brands. Understanding the brand is at the heart of everything we do, and we work with inhouse designers or external designers and agencies to create high impact store in store displays.
We work with many materials to create the perfect look, and work sustainably to reduce the impact on the environment.