Company News • 10.12.2012

In-store shops are making a comeback

Bloomingdale's and JCPenney revive the trend

Bloomingdales has recently opened an in-store Gucci shop at its subsidiary on...
Bloomingdale's has recently opened an in-store Gucci shop at it's subsidiary on New York's 59th street.
Source: Bloomingdale's

Back in the 1980s and ’90s, Bloomingdale’s in New York had a Ralph Lauren shop and a Donna Karan shop. That old notion - of a store within a store - has been made new again, with JCPenney the most prominent example. In July, it unveiled the first three of its in-store shops and is adding two to three every month. Its goal: By 2015, each store will be a collection of 100 shops.

The idea of in-store designer shops when Ralph Lauren and Donna Karan were just cutting their teeth was born of necessity, said Deb Camarota, creative director at retail design firm Fitch. “These were young and up-and-coming designers at the time,” Camarota said. “They didn’t have the resources, being small and new, to take real estate. At the same time, the department stores wanted to be nimble and showcase new concepts. So it was a mutually beneficial endeavor.”

Turning away from "clean" store design

While the idea worked well, store design fashions changed, said retail consultant Aaron Spiess, co-CEO of branding consultancy Big Red Rooster. “Through the last decade, a lot of stores paid more attention to their host brands and really focused on in-store experience and cleaning up, simplifying their environment,” Spiess said. “  ‘ Clean store’ became the mantra.” Now, times have changed again, and the idea of multiple brands under one roof has returned with a slight twist.

Old ideas made new again

“What we’re seeing is a very prestige idea from 20 years ago at all levels now,” Camarota said, including the middle-range retailers and big-box chains.The idea is seemingly everywhere — including Macy’s and its Toys R Us and Finish Line shops, and Saks with its Chanel and Louis Vuitton shops — all the way to the other end of the spectrum, with Walmart and Target chiming in. Their Apple offerings are an example.

Maintaining a brand image

“It’s across a lot of different categories,” Spiess said. “You’re seeing stranger bedfellows coming together. ... They’re creating these oases inside of the environment that enables them to tell better stories.” “Telling stories” is retail jargon for creating or maintaining a brand image, and in-store shops are great ways for designers and manufacturers to do it. “Manufacturers love the idea,” Spiess said. “It gives them much better control of brand presentation.” For consumers, the in-store shops are a great thing, too, Camarota said.

Making good design available

“It’s actually a lot of fun as a consumer to shop these in-store shops,” Camarota said. “Now, you have certain retailers partnering with very high-end designers who have been in business 50, 60 years and they do a collection together. Maybe they’ll choose a more affordable fabric, but their good design suddenly becomes available to everyone.”

Re-emphasizing the total experience

How long will the in-store shop be around this time? Probably quite a while. Retailers who are concerned about “showrooming” - the practice of researching a product in a store and then using a smartphone or tablet to comparison shop for a better price - are focusing on giving their stores a unique flavor and re-emphasizing the total experience. And such uniqueness is something that in-store shops can offer in spades. “How do we surprise and delight our customers?” Camarota said. “These things really do that job."

related articles:

popular articles:

Thumbnail-Photo: Experiential Marketing “Par Excellence”
13.01.2020   #pos marketing #flooring

Experiential Marketing “Par Excellence”

FOTOBODEN™ at BOE – Best of Events, the trade fair for experiential marketing

There is no avoiding FOTOBODEN™ at BOE – Best of Events, the trade fair for experiential marketing at the Dortmund Trade Fair Centre from 15 to 16 January 2020! ...

Thumbnail-Photo: In harmony with nature
10.02.2020   #lighting concepts #shopfitting

In harmony with nature

Biophilic design in retail spaces in the 2020s

A new decade has begun and has inspired the iXtenso editorial team to track down the latest retail design trends for you. One of the hottest trends of the moment is biophilic design. ...

Thumbnail-Photo: Retail library in Vancouver
01.02.2020   #design #shop design

Retail library in Vancouver

Fairmont Pacific Rim Hotel partners with renowned art book publisher TASCHEN

Fairmont Pacific Rim announces the unveiling of the TASCHEN Library, located on the hotel’s second level. This artistic collaboration is one of only two retail locations in Canada completely dedicated to TASCHEN. The new library at Fairmont ...

Thumbnail-Photo: INSIDE World Festival of Interiors announces retail winner from RAI...
12.12.2019   #shop design #award

INSIDE World Festival of Interiors announces retail winner from RAI Amsterdam

“Sophisticated and informed” store design by Aesop

INSIDE World Festival of Interiors has announced the best interior designs of 2019 across the categories of Health and Education, Offices and Retail. The annual awards, which started at RAI Amsterdam, encompass the best interior designs from the ...

Thumbnail-Photo: Not just stow it, present it, please!
18.02.2020   #electronic shelf labels (ESL) #Trade fair special EuroShop 2020

Not just stow it, present it, please!

Shelves and their possibilities at EuroShop 2020

Shelves are no longer just shelves. Form, colour and also function can vary. At EuroShop 2020, we will see what is possible with merchandise compartments today and that the good old shelf is not obsolete despite digitization! ...

Thumbnail-Photo: Vans opens its first community-driven retail store in LA...
12.02.2020   #brick and mortar retail #brand management

Vans opens its first community-driven retail store in LA

Including gallery, lounge, workshop and event space

Vans opens its first community-driven retail and event space in Downtown Los Angeles. The 11,500 square feet space pays homage to Los Angeles' deep skateboarding roots and thriving art community over two floors featuring work from a number of ...

Thumbnail-Photo: A product full of passion
06.01.2020   #pos marketing #event

A product full of passion

FOTOBODEN™ will pull out all the stops at the Playground Area of BrandEx – the International Festival of Brand Experience

FOTOBODEN™ will also act as a Silver Sponsor at the second BrandEx event. After all, the central motto reads “passion” and this can be felt with each and every one of these custom-printable, photorealistic vinyl floors – both ...

Thumbnail-Photo: FOTOBODEN™ makes for vibrant action …
01.01.2020   #pos marketing #EuroShop

FOTOBODEN™ makes for vibrant action …

… and is the biggest exhibitor at EuroShop 2020 occupying several thousand square metres

There is no avoiding FOTOBODEN™ at EuroShop! Because visitors will discover one or two of these custom-printed photorealistic vinyl floors in every other if not every hall, without the slightest trace of boredom. Quite on the contrary: it ...

Thumbnail-Photo: A display goes future
10.03.2020   #shop building #shopfitting

A display goes future

burkhardt leitner modular spaces at the EuroShop

As part of the world's leading trade fair EuroShop Düsseldorf 2020, a trade fair for innovative products for global retail, burkhardt leitner modular spaces was presenting its new product clic up and a unique edition of clic up display ...

Thumbnail-Photo: Store design concept: “A bouquet for Shibuya”...
24.03.2020   #shop design #design

Store design concept: “A bouquet for Shibuya”

Frame Awards 2020 – Wellness inside and outside of the body

L’OCCITANE Bouquet de Provence is a renovation project of their flagship store located at Shibuya Crossing, one of the busiest places in Tokyo. For their first-ever collaboration with Pierre Hermé in Japan, the store was transformed ...


visuals united ag
visuals united ag
An der Gümpgesbrücke 26
41564 Kaarst bei Düsseldorf
Richter akustik & design GmbH & Co. KG
Richter akustik & design GmbH & Co. KG
St.-Annener-Straße 117
49326 Melle
Burkhardt Leitner Modular Spaces GmbH
Olgastrasse 138
70180 Stuttgart