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

by Hannah Madans
OCRegister.com

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.

Read complete article >

Publications of ICSC

1221 Avenue of the Americas, 41st Floor
New York, NY 10020
Phone: 781.709.2420
Fax: 781.829.1042

© 2000-2017 International Council of Shopping Centers

DRIVE business.
Make MONEY.
Find UNIQUE concepts.
DISCOVER hot products.

For only $29.95 you can have the industry's #1 resource.

Subscribe today and save!