Store in Store is the new trend set to transform retail in 2025

Have you ever imagined a clothing store inside a supermarket, or a pharmacy inside a convenience store? This is the proposal of the Store in Store concept, which is emerging as one of the major retail trends for 2025, offering new possibilities for brand engagement, 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—that is, instead of investing in its own point of sale, it integrates into the space of a larger store, leveraging the existing customer traffic of the host location. A recent example is Vest Casa, which opened its store inside Forte Atacadista in Palhoça, Santa Catarina. Another case is Petz, which launched a Zee.Dog space within its stores.

Advantages for brands and consumers

The strategy offers a range of advantages for both brands involved. For the "tenant" brand, it is an opportunity to expand its physical presence, reach new audiences, and increase sales without bearing the costs of opening its own store. For the "host" brand, it is a way to attract more customers, diversify its product mix, and generate additional revenue through space rental.

This trend aligns with the new consumption profile of Brazilians, who are increasingly demanding and seek convenience. Consumers value shopping experiences that add value and offer 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 adopt this model, the answer is yes! The key lies in identifying a strategic partner that has the desired target audience and offers adequate space to create the new experience. Whether in the clothing, food, pet, or any other sector, Store in Store can be a smart way to expand your brand's presence and attract new consumers.