A shop-in-shop is a distinct branded selling area located inside another retailer’s store.
How it works in retail
It may have its own fixtures, signage and assortment while sharing the host location. The commercial arrangement determines staffing, stock ownership and how sales are processed.
A retail example
A department store dedicates a defined section to a beauty brand with branded counters and specialist assistance.
What to keep in mind
A shop-in-shop describes the physical format. It is not necessarily a concession; a host retailer may buy and sell the merchandise itself.
Examples are illustrative. Terminology and measurement conventions can vary by business and market.