Shop-in-a-Shop

The corporate practice of having a dedicated space to someone else's products in a much larger store is far from a new business concept. Department stores such as Macy's, Harrod's, and David Jones have leased space within their stores to other designers. This partnership allows for greater distribution and access to goods, and significantly eases the strain on shopkeepers.

What is new regarding this concept is the trickle down effect. I was recently in Target and saw several shops within the shop.

Once a brand or business understand their market demographic, they may approach other brands to incorporate a shop-within-a-shop. This is especially beneficial to smaller, more boutique-like companies, as the partnership often expands their brand's reach exponentially. Even if the shop is only temporary, everyone seems to win.

What're your thoughts on this shopping trend?