Store-Within-a-Store: Chains Co-Opt Small Retailers to Lure More Customers

by Hannah Madans

Vishaal Melwani started the menswear line Combatant Gentlemen in 2012 with one goal: create a wardrobe for the working millennial man.

The Irvine-based company, which started online before opening a flagship store in Santa Monica, has since expanded to a handful of other locations. This fall, Melwani’s “store within a store” concept opened in Bloomingdale’s locations in South Coast Plaza, Chicago, Washington, D.C., and New York City.

Rather than open brick-and-mortar shops, Melwani opted to co-opt Bloomingdale’s locations in cities where Combatant Gentlemen already had a strong online following.

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