Have you ever imagined a clothing store inside a supermarket, or a pharmacy inside a convenience store? That’s the idea behind the Store in Store concept, one of the major retail trends for 2025, offering new engagement possibilities for brands, not to mention a more convenient shopping experience for consumers.
The Store in Store model allows a brand to open a store within another store. In other words, instead of investing in its own retail space, the brand integrates into a larger store, benefiting from the existing customer traffic. A recent example is Vest Casa, which opened its store inside Forte Atacadista in Palhoça, Santa Catarina. Another case is Petz, which inaugurated a Zee.Dog space within its stores.
Advantages for brands and consumers
The strategy offers numerous benefits for both brands involved. For the ‘tenant’ brand, it’s an opportunity to expand its physical presence, reach new audiences, and increase sales without the costs of opening its own store. For the ‘host’ brand, it’s a way to attract more customers, diversify its product mix, and generate additional revenue through space rental.
This trend aligns with the new consumer profile in Brazil, increasingly demanding and seeking convenience. Consumers value shopping experiences that add value and practicality, and the Store in Store concept does exactly that: it provides a more diverse and convenient experience by bringing complementary brands together under one roof, simplifying the shopping journey.
And if you’re wondering whether your brand could bet on this model, the answer is yes! The key is identifying the right strategic partner—one that has the desired target audience and offers the right space to create the new experience. Whether in fashion, food, pet care, or any other sector, Store in Store can be a smart way to expand your brand’s presence and attract new customers.
