store-within-a-store

Varieties of the store-in-store concept include:{{cite web |last1=Seivold |first1=Garett |title=Coming to a Store Near You? Another Store |url=https://losspreventionmedia.com/coming-to-a-store-near-you-another-store/ |website=Loss Prevention Media |date=30 November 2021}}

• Branded boutiques: Larger retail stores may allocate space for a specific brand to set up a distinct section of their main sales floor or a separate, walled-off boutique with a distinct entrance, within their store. This allows the brand to create a unique and immersive shopping experience for its customers.
• Sub-brands of the same retailer: The store-in-store may be owned and operated by the same retailer, with a sub-brand aiming to create an identity for a department aimed at a specific sub-market or unusual collection of merchandise, such as El Corte Inglés department stores' "Mini Home" area for children's furniture and home decor,{{cite web |title=Mini Home |url=https://www.elcorteingles.es/mini-home-el-corte-ingles/?vuestore=2 |website=El Corte Inglés |access-date=6 February 2024}} or a "Macy's Backstage" discount store-in-store within a Macy's department store.{{cite web |title=Macy's opens its flagship Backstage store at Herald Square |url=https://pix11.com/pix11-partner-sponsored/macys-opens-its-flagship-backstage-store-at-herald-square/ |website=PIX11 |access-date=6 February 2024 |date=19 May 2022}}
• Complementary products: Retailers may collaborate with other businesses or brands to showcase complementary products, such as a brand of coffee near the small appliances area where coffeemakers are sold. Or a grocery store chain – whose core business is not serving coffee and food for consumption on premises — may decide to place coffee shops of a certain brand within a number of its locations.
• Pop-Up Shops: Temporary or seasonal setups within a larger store to create customer awareness, to test new markets, and/or to promote specific products for a limited time, such as sunscreen or beachwear in the summer, or a Christmas boutique in the autumn.

The "store in store" concept allows brands to leverage the existing customer traffic of a larger retail space, while the hosting store benefits from offering a diverse range of products and experiences to its customers. A study by academics from the Wharton School found that the arrangement works because the retailer offers prime locations for which it can charge high rents, the manufacturer makes a higher profit than it would through a wholesale model, and the consumer gets a lower price and better service. The operator of the store-within-a-store can provide these benefits because it receives all profits, instead of having to share them with the retailer, as it would in the traditional split between manufacturer and retailer activities. The study also found that the arrangement works best for relatively non-substitutable goods, like cosmetics and brand fashions.{{cite web |author= |date=September 2, 2009 |title=The Economics Incentives of the 'Store-in-a-Store' Retail Model |url=https://knowledge.wharton.upenn.edu/article/the-economic-incentives-of-the-store-within-a-store-retail-model/ |url-status=live |journal= |publisher=Knowledge@Wharton (news module of the Wharton School of the University of Pennsylvania) |archive-url=https://web.archive.org/web/20120108055552/http://knowledge.wharton.upenn.edu/article.cfm?articleid=2333 |archive-date=January 8, 2012 |access-date=October 19, 2024}}{{Cite journal |last=Jerath |first=Kinshuk |last2=Zhang |first2=Z. John |date=August 2010 |title=Store within a Store |url=https://www.researchgate.net/publication/259839230_Store_Within_a_Store |journal=Journal of Marketing Research |volume=47 |issue=4 |pages=748–763 |doi=10.1509/jmkr.47.4.748 |issn=0022-2437 |access-date=October 19, 2024}}

Cosmetics and fragrance departments in department stores are usually in the form of counters dedicated to a single brand.

Flagship high-end department stores such as El Palacio de Hierro Polanco in Mexico City, De Bijenkorf in Amsterdam and El Corte Inglés Castellana in Madrid dedicate a half-floor or entire floor of their store to branded boutiques of clothing, accessory, cosmetics, and other high-end or luxury brands. Such a large area of individual boutiques has more the appearance of a shopping mall than a traditional department store.{{cite news |title=El Palacio de Hierro de Polanco abre sus puertas |url=https://lifeandstyle.expansion.mx/moda/2015/11/06/el-palacio-de-hierro-de-polanco-abre-sus-puertas--2 |access-date=6 February 2024 |work=Expansión |date=6 November 2015 |language=es}} Any similarity in procedures and policies versus the main store may be limited to certain functions such as accepting the host store's credit card, keeping the same opening hours, etc. Personnel may be hired by the brand, and then may or may not be employees of the host store, even if they have a security badge issued by the host store. In fact, some department stores such as Illum in Copenhagen, Denmark, have transformed all their space into such boutiques, making them, technically, shopping malls.{{cite news |title=Magasin har solgt Illum |url=https://markedsforing.dk/artikler/nyheder/magasin-har-solgt-illum/ |access-date=6 February 2024 |work=Dansk Markedsføring |date=8 October 2003 |language=da-DK}}

More department stores have sections dedicated to brands within the main shopping area of the store. The U.S. department store Bloomingdale's has had such arrangements with Ralph Lauren, Calvin Klein, DKNY and Kenneth Cole, while Neiman Marcus has had them with Armani and Gucci.{{citation needed|date=February 2024}} Former JCPenney CEO Ron Johnson focused on the concept in the 2010s, with Liz Claiborne and Levi's sections in the chain's stores.{{Cite news |last=Tuttle |first=Brad |date=2013-04-08 |title=Can the Boutique ‘Store-Within-a-Store’ Concept Save Big Box Retailers from Extinction? |url=https://business.time.com/2013/04/08/can-the-boutique-store-within-a-store-concept-save-big-box-retailers-from-extinction/ |access-date=2024-10-19 |work=Time |language=en-US |issn=0040-781X}}

U.S. variety store Five Below which became known for selling products at 5 dollars and under, has been successful up through 2023 with their Five Beyond store-within-a-store concept, which sells items priced above 5 dollars, and expanded it to 400 locations.{{cite news |title=Five Below expands Five Beyond concept - RetailWire |url=https://retailwire.com/five-below-expands-five-beyond-concept/ |access-date=6 February 2024 |work=Retail Wire |date=20 March 2023}}

In 2022 there were about 6000 Starbucks licensed stores, which included those located inside of supermarkets of the chains Kroger, Hy-Vee and Publix, as well as those inside gas stations, hotels, hospitals and airports.{{cite news |last1=Leigh |first1=Wendy |title=Starbucks Stores In Kroger Are Changing In A Major Way |url=https://www.tastingtable.com/1013825/starbucks-stores-in-target-and-kroger-are-changing-in-a-major-way/ |access-date=6 February 2024 |work=Tasting Table |date=19 September 2022}}

About 1,800 (as of early 2024) Target hypermarkets (superstores) in the U.S. feature a large section branded as CVS Pharmacy selling medicine and personal care products. CVS had acquired Target's pharmacy business in 2015 for about 1.9 billion USD. Target also has design, creative and store-in-store partnerships with brands like Apple, Disney and Starbucks.{{cite news |title=CVS to close some pharmacies inside Target stores |url=https://www.retaildive.com/news/cvs-closing-pharmacies-inside-target-stores/704461/#:~:text=CVS%20acquired%20Target%27s%20pharmacy%20business,blog%20post%20at%20that%20time. |access-date=6 February 2024 |work=Retail Dive |date=January 2024}}

In 2001, Posten Norge, the Norwegian postal service, began to move away from standalone post offices to {{Lang|no|Post i butikk}} ({{Gloss|Post in store}}) stores located in grocery stores.{{Cite news |last=Myrhaug |first=John M. |date=February 3, 2001 |title=Coop og Hakon overtar |url=https://urn.nb.no/URN:NBN:no-nb_digavis_sortrondelag_null_null_20010203_93_24_1 |url-access=limited |archive-url= |access-date=October 19, 2024 |work=Sør-Trondelag |pages=5 |language=no |via=Norwegian National Library}}

Electronics store chains similarly use store-within-a-store concepts. In 1997 under interim CEO Steve Jobs, Apple Computer began a partnership with CompUSA to establish dedicated departments for its products, which would showcase Macintosh computers, software, and accessories, and be staffed by Apple-trained employees and representatives. Apple had phased out its retail agreements with other big box stores in favor of the CompUSA agreement, dissatisfied with their neglect of the products in favor of Microsoft Windows-based PCs with lower margins.{{Cite web |date=2021-05-20 |title=Before the Genius Bar: Behind the retail designs that paved the way for 20 years of Apple Stores |url=https://9to5mac.com/2021/05/20/20-years-apple-retail-stores-compusa-early-designs/ |access-date=2024-02-01 |website=9to5Mac}}{{cite web |last=Eran |first=Daniel |date=November 8, 2006 |title=Apple's Retail Challenge |url=http://www.roughlydrafted.com/RD/Q4.06/1DDD598A-7CE0-479E-A6F9-912777CAB484.html |url-status=live |archive-url=https://web.archive.org/web/20160415153316/http://www.roughlydrafted.com/RD/Q4.06/1DDD598A-7CE0-479E-A6F9-912777CAB484.html |archive-date=April 15, 2016 |access-date=April 26, 2017 |website=Roughly Drafted}}{{cite web |last=Pogue |first=David |date=March 1, 1999 |title=Desktop Critic: CompUSA: Apple's Not-So-Superstore |url=http://www.macworld.com/article/1014845/desktopcritic.html |url-status=live |archive-url=https://web.archive.org/web/20170329115612/http://www.macworld.com/article/1014845/desktopcritic.html |archive-date=March 29, 2017 |access-date=March 23, 2017 |website=Macworld |publisher=International Data Group}} Since the early 2010s, Best Buy has extensively used the concept for major vendors such as Apple, Samsung Electronics, Google, and Microsoft (whose agreement called for the entirety of their PC departments to be branded as "the Windows Store", showcasing OEM devices alongside Microsoft hardware such as Surface and Xbox).{{Cite news |date=July 17, 2017 |title=Why the grim reaper of retail hasn't come to claim Best Buy |first=James|last=Peltz|first2=Jack|last2=Flemming|url=http://www.latimes.com/business/la-fi-agenda-best-buy-20170717-htmlstory.html |url-status=live |archive-url=https://web.archive.org/web/20170728063658/http://www.latimes.com/business/la-fi-agenda-best-buy-20170717-htmlstory.html |archive-date=July 28, 2017 |access-date=July 28, 2017 |work=Los Angeles Times}}{{Cite web |last=Keizer |first=Gregg |date=2013-06-13 |title=Microsoft seizes floor space in Best Buy for Windows mega mini-stores |url=https://www.computerworld.com/article/2497749/microsoft-seizes-floor-space-in-best-buy-for-windows-mega-mini-stores.html |access-date=2024-02-01 |website=Computerworld |language=en}}{{Cite web |last=Warren |first=Tom |date=2013-06-13 |title=Microsoft and Best Buy team up to create a 'Windows Store' inside 600 retail locations |url=https://www.theverge.com/2013/6/13/4426598/microsoft-best-buy-windows-store |access-date=2024-02-01 |website=The Verge |language=en}}

Canada Post has post office locations located in some drug stores.{{Cite news |last=Mcneish |first=Joanne |date=August 11, 2024 |title=The Rise of the Store-within-a-Store, a Retail Innovation to Help Save Physical Shopping: The Store within a Store: Hudson’s Bay, Housing Small Mountain Equipment Co. Shops, is Indicative of the Trend |url=https://www.theglobeandmail.com/business/commentary/article-the-rise-of-the-store-within-a-store-a-retail-innovation-to-help-save/ |access-date=October 19, 2024 |work=The Globe and Mail}}

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