A ‘shop in shop’ is a retail concept where a brand or retailer creates a dedicated space within a larger store to showcase and sell their products. This space is designed to reflect the brand’s aesthetic and provide a unique shopping experience for customers. It allows brands to have a physical presence in a store without the cost and commitment of opening their own standalone location. This concept is popular among luxury and high-end brands, as it allows them to maintain their exclusivity while reaching a wider audience. The ‘shop in shop’ concept also benefits the larger store by offering a diverse range of products and attracting new customers. Overall, a ‘shop in shop’ is a win-win for both the brand and the retailer, providing a seamless and immersive shopping experience for customers.