Working with the Mothership: How to Create a Successful Shop-In-Shop

Though many shop-in-shop collaborations have been successful, some of these retail partnerships have brought to light critical factors to consider when integrating specialty shops into a larger store. Robyn Novak, vp and creative managing director, FRCH Design Worldwide (Cincinnati) shares case studies from brands and retailers such as KitchenAid, Maidenform, INC, Macy’s, and others. Attendees at VMSD’s International Retail Design Conference (IRDC) in Montreal learned about the most effective (and ineffective) ways for brands and retailers to coexist in order to create a win-win scenario for both parties. For more information on IRDC 2017, Sept. 6-8, in New Orleans, please visit irdconline.com.