store-within-a-store

thumb|Enclosed stores in Bloomingdale's department store, [[Tysons Corner Center, Tysons, Virginia]] thumb|300px|Separate counters by brand: Cosmetics Hall at Liverpool (department store)|a Liverpool department store in [[Mexico City]] thumb|300px|Section of main sales floor: Toys R Us section at Wanamaker's|Macy's Philadelphia flagship, 2024 A store-within-a-store, also referred to as store-in-store (North America) or shop-in-shop (U.K. et al.), refers to a space within a larger retail store, designated for use by a specific brand to feature its products, clearly branded with signs and other branding elements like color, materials, layout, etc. Such a space may be a section of the main area of the store, or it may have the form of an enclosed store with "walls" and an entrance, much like a store in a shopping mall. Stores-within-stores are particularly common in Europe and Asia.

==Types== Varieties of the store-in-store concept include: 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, or a "Macy's Backstage" discount store-in-store within a Macy's department store. 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.