Shop-in-shop, store-within-a-store, in-store shop, concession, in-store concept. Whatever you call the concept, they could be defined as a designated space within a host retailer that is dedicated to a specific consumer brand, allowing them to sell goods under their own brand name. This retail concept is not new, but has gained momentum in the last couple of years. The beauty of a store-within-a-store is that both the consumer brand and retailer (typically big box retailers) are benefitting from creating these symbiotic arrangements. Some of the shop-in-shops have become so popular they are viewed as destination shops, where the consumer specifically heads to that store for that brand.