Chapter 46

Shop in Shop

Piggybacking

A bakery, with sausages dry hanging from wooden poles in the background. A billing device on top of a display case is also visible. Another display case is stacked with bread loaves, croissants, cookies and other products.

The pattern

The Shop in Shop business model refers to the practice of retailers or service providers establishing an independent store in another company’s retail space (HOW?). The integrated business is generally free to select its own product range and design the sales space to its own specifications, so that no sacrifice is required in the promotion of its brand. Such constellations can produce valuable synergies that result in a win–win situation. The hosting establishment benefits from customers attracted to the products or services of the smaller sub-branch, and from the rent received; the smaller ...

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