a Shop-in-Shop is where a brand or retailer establishes an independent, dedicated selling space for their own products or services.
Business benefits include optimizing a small retail footprint and increasing brand awareness. Customers like access to niche products or services and education on products or services.
Karen S. Herman, founder of Gustie Creative, designed this Shop-in-Shop for a squash pro at a private club to provide niche products and services for squash players. The curated selection of products and expert equipment repair were a convenience for athletes. This Shop-in-Shop provided the necessary products and services that were difficult to find nearby.