Shop-in-shop: your brand, on your own terms, inside someone else's store
A shop-in-shop is a defined retail space of its own inside another retailer's premises. The customer walks into the department store or specialty store and meets your brand, with your colors, your lighting and your product sequence. We at Smålandsinredningar design, manufacture and install that space, and we do it so that it can be repeated in store after store.
You do not need to run a store of your own to have the presence of one. You need a space that works, a supplier that can keep to the schedule and an interior that looks the same in Malmö as in Umeå. The last of these is what most often goes wrong, and that is where we are strong.
What is a shop-in-shop?
Picture a brand's corner in a larger store: its own floor or its own walls, its own signage, its own displays. The space can be a couple of square meters next to the checkout or a built-in room with its own look. What they have in common is that the brand, not the host store, decides how the products are shown.
The concept is used by international watch houses, children's product makers, sports brands and fashion companies. For the host store it means a stronger assortment. For the brand it means a place close to the customer, without the rent, staff and opening hours of a whole store of its own.
Shop-in-shop for TRUE Hockey
Smålandsinredningar has designed and manufactured shop-in-shop solutions for TRUE Hockey, focused on creating a clear and well-considered brand environment in store.
The solutions are developed to showcase TRUE Hockey's products and create strong exposure that blends naturally into the store environment. By combining design, custom-made interiors and our own production, we can take responsibility for the entire process – from idea and concept to finished solution.
Why choose a shop-in-shop?
- Presence without a store of your own. You reach customers where they already shop and avoid the cost of a retail location of your own.
- Control over the presentation. You decide materials, heights, lighting and order. On an ordinary shelf, the product ends up wherever someone else puts it.
- The same impression everywhere. A customer who meets your brand in several stores should recognize it, which builds trust.
- Something to grow with. A modular shop-in-shop can be extended, moved or updated when the assortment or the host store changes.
How a shop-in-shop works in practice
It starts with the host store. You need to know the dimensions of the space, the floor, the walls, the lighting conditions and how customers move past it. A space by the main aisle makes different demands than a corner at the very back, and a spot where several brands compete for attention demands more of the design to be noticed.
Then comes the agreement with the host store: who owns the interior, who restocks and who is responsible for damage. We do not decide that for you, but we build so that the interior can be installed, taken down and moved without anything having to be redone.
Finally, the solution has to withstand everyday use. A shop-in-shop stands in a store with many fingers and many carts. That is why we choose materials and construction based on wear, not just on how they look in a picture.
From first sketch to finished installation
We take responsibility for the whole chain and do most of the work in-house. That is why the schedule holds and no one can pass the blame to the next stage.
1. Concept and brand analysis. We immerse ourselves in your brand, your goals and the environment the space will stand in.
2. Design, drawings and visualization. Layout, materials and 3D documentation show flow, expression and function before anything is manufactured.
3. Production. The interior is built in our own workshops. We work in wood, metal, glass, textile and composite, and use CNC machines, among other things.
4. Logistics and installation. We deliver and install on site, across the Nordic region, with as little disruption to the host store as possible.
5. Service and expansion. After installation we remain available for maintenance, renewals and more stores.
From idea to finished installation it normally takes 6–12 weeks. If it is urgent, it can often be done faster, and if the project is extensive it can take longer.
A concept that can be rolled out
A shop-in-shop is rarely a one-off project. It is about five, fifteen or fifty stores, where each space has slightly different dimensions and different conditions. That is why we design the interior as a system: parts that can be combined, adapted and packed for transport, so that the same look works in a small specialty store and in a large department store.
Smålandsinredningar is part of the Lundahl & Hall group, which gives us production and warehouse capacity far beyond what our employees could manage alone. When a chain orders a rollout, we can therefore scale up without losing pace, and we are still close enough to respond quickly, make changes along the way and add to an order without bureaucracy.
The brand's DNA in a small space
On a small space every detail has to carry the message, because the customer decides within a few seconds whether to walk in or walk past. We work with:
- Color and materials that are yours, not the host store's.
- Lighting that highlights the products and sets the space apart from its surroundings.
- Signage and graphics that are clear from a distance without taking over.
- Displays that show the assortment in the right order and make it easy to take a product down.
Sometimes the brand wants a clean, stripped-back feel, sometimes color and strong expression. We never make two identical solutions for different brands, but we are happy to make the same solution many times for the same brand.
Swedish production and a clear conscience
We work exclusively with Swedish suppliers and manufacture in our own production in Småland. The freight is Swedish. This gives traceability throughout the chain, short lead times when something needs to be supplemented or changed, and the knowledge that no one pays the price for making your interior cheap. For chains that get questions about their supply chain, it is a reassurance.
Some who have chosen us
We have manufactured shop-in-shop solutions for, among others, TAG Heuer, Stokke, Garbo & Friends and TRUE Hockey. Our chain customers also include Synsam, Synsam Outlet, Elon Ljud & Bild and Hemmakväll. These are brands with clear concepts and high demands on delivery reliability. Read more about some of the projects among our case studies.
Shop-in-shop across the whole country
We deliver and install across Sweden and in the Nordic region. You can find more about how we work locally on our shop-in-shop pages for Stockholm, Gothenburg and Malmö.
Next step
Tell us which brand it concerns, what type of store the space will be in and how many stores you are counting on. Then we can put together a first proposal. Contact us and we will book a meeting.
Get in touch
Tell us about your project and we will get back to you directly.
Frequently asked questions about shop-in-shop
A defined retail area inside another retailer's store, where the brand itself controls the layout, interior, signage and how the products are shown. It is sometimes called a store within a store.
The price depends on the size of the space, which materials are chosen, how much is custom-made and how many stores are involved. We provide a clear quotation once we have developed a proposal that suits your needs. Our assignments cost from SEK 2,000 to SEK 1,000,000, depending on scope.
Normally 6–12 weeks from idea to finished installation. If it is urgent, it can often be shortened, and for extensive projects it can take longer.
Yes, that is the most common. We make the interior modular so that the same look works across different dimensions and different store environments, and we can deliver to an entire chain.
Several solutions can be designed modularly so that they can be moved and rebuilt. We can also store products for you.
Yes, we have delivered and installed shop-in-shops throughout the Nordic region and can support establishment in new markets.