To connect with shoppers and reach new customers, retailers have been increasingly launching store concepts, aiming to differentiate themselves from the competition.
Some concepts, like The Vitamin Shoppe’s “Hometown” fixture, aim to bring more localized merchandise to consumers. Launched in March, the concept is featured in stores across Los Angeles; Frisco, Texas; Paramus, New Jersey; and more, and spotlights products from brand partners, including Gorilla Mind, Bucked Up and EHPlabs.
Similarly, Coach has been expanding its “Play” concept, which is localized to the cities in which it operates. The concept was an attempt to win over Gen Z shoppers, which previously viewed the company more as “their mother’s brand,” Giovanni Zaccariello, Coach’s senior vice president of global visual experience and store design, said in March.
Other retailers have also leveraged store concepts to target the demographic, including Bath & Body Works and Urban Outfitters.
“Retailers and brands must continue to adapt to evolving demographics, shopping behaviors, tendencies and trends in how we work, live and play,” Michael Brown, a partner and Americas retail leader in the consumer practice of Kearney, said in an email.
A number of retailers have also forged partnerships with popular brands to create store-within-a-store fixtures to showcase products from the brand and attract a new customer set.
Shop-in-shops certainly aren’t new. Department stores have been leasing space to other companies — like brands, restaurants and hair salons — for decades in an effort to offer a more holistic shopping experience.
These partnerships often serve both parties involved. Some tie-ups “will provide convenience [and] awareness for customers and a ‘bump’ in add-on revenue for the retailers,” Brown said.
The best store concepts, however, need to serve a purpose: to reach new and existing customers and make the space a destination, according to Brown.
Here’s a look back at some of the store concepts that launched in 2025.
1. Warby Parker’s shop-in-shops at Target
Warby Parker has been working to expand its presence offline by opening dozens of new stores per year. Now, the brand is taking those efforts further by bringing its products to the stores of one of the biggest household names: Target.
The two companies in February announced a partnership in which Warby Parker would open shop-in-shop locations within select Target stores. The first stores to add the concept were located in Illinois, Minnesota, New Jersey, Ohio and Pennsylvania, with more locations set to open throughout 2026.
Warby’s own employees will run the shop-in-shop concepts, and customers can access the brand’s selection of glasses, sunglasses and contacts, as well as vision screenings and eye exams.
Co-CEO and co-founder Neil Blumenthal said the concepts will intentionally mirror the experience of its stand-alone stores.
“When you’re shopping in Target, you’ll see a Warby Parker store. You’ll literally cross that threshold and these stores look like any other Warby Parker store,” Blumenthal said earlier this year.
Target has offered a number of shop-in-shops before — some more successful than others. Target’s partnership with Ulta Beauty will come to an end in August about five years after launching.
“Shop-in-shops like Warby Parker in Target provide customers convenience and Warby Parker lower cost, high traffic locations to expand their footprint as every digital business has ever had to do for long-term success,” Brown said. “Warby Parker gets a deal on the space and Target gets one more reason for customers to shop them over a competitor.”
Entering Target also lends the potential to introduce new customers to the Warby brand, expanding its reach further, Brown added.
2. Urban Outfitters’ On Rotation
Urban Outfitters’ new store concept is designed specifically for Gen Z.
Dubbed “On Rotation,” the space features lounge-style installations and highlights a revolving roster of brand partners. The concept launched in May with Nike as its first partner and included over 150 apparel and footwear products.
On Rotation debuted in cities such as New York, Washington, D.C. and San Diego.
“Urban Outfitters has always been a destination for discovery, especially for Gen Z, who are expressive, engaged, and intentional in how they shop and show up,” Cyntia Leo, head of brand marketing and communications at Urban Outfitters, said in a statement when the concept launched.
In August, the retailer introduced its second iteration of the concept, tapping Levi’s as its partner. The space, the company said, is intended to possess “the energy of a vintage flea market,” featuring both new styles from the brand as well as vintage pieces.
Gen Z has increasingly become a focus area for Urban Outfitters. In addition to the On Rotation concept, the retailer has launched a separate localized concept targeting the demographic. The concept debuted in Houston and California, and the company last month announced plans to expand further.
3. Ikea’s shop-in-shops at Best Buy
In a first for Ikea’s U.S. business, the Swedish furniture company teamed up with electronics retailer Best Buy to bring its products and services to more consumers.
Over the summer, the retailers announced Ikea would bring its kitchen and storage planning services to select Best Buy stores.
“By bringing together our home furnishing expertise, products, and services with Best Buy’s leadership in appliances and technology, we’re creating a one-stop destination where customers can design their dream kitchen, storage solutions or laundry space with ease,” Ikea U.S. Chief Operations Officer Rob Olson said in July.
The shop-in-shops span about 1,000 square feet and feature kitchen and laundry room settings from Ikea.
Employees from both retailers will connect to serve customers: Ikea employees will help shoppers plan and order home furnishings, while Best Buy team members will offer assistance with electronics.
“This partnership brings together the best of Ikea and Best Buy to create a truly unique experience that we know customers will love and where they can seamlessly imagine, design and shop for their kitchens and laundry rooms like never before,” Patrick McGinnis, chief merchandising officer at Best Buy, said in a statement.
The concept officially debuted last month in some stores in Texas and Florida. Select Best Buy stores will also serve as pick-up points for Ikea.
4. Bath & Body Works’ Gingham+ concept
Bath & Body Works also cooked up a store design specifically targeted for Gen Z customers.
Gingham+, which debuted in March, features a scent bar, tech features, larger aisles and a new layout.
“We’ve heard from this demographic that many of their purchase decisions are rooted in their ability to try a product first, and while we’ve previously offered this, our new design is more intentional with specific destinations in store to test and learn,” Eduardo Tonietto, group vice president of store design, said in a statement at the time of its launch.
The concept initially rolled out to 15 of the retailer’s stores with plans to expand to the majority of new stores in its U.S. fleet this year. The space caters to Gen Z customers, who are “looking for a more relaxing and toned down in-store experience” by bringing in a softer, more neutral color palette, according to Tonietto.
The demographic is a focus for the retailer. Aside from the Gingham+ store concept, Bath & Body Works brought its products to 600 college campuses across the U.S. this year.
5. David’s Bridal’s Diamonds & Pearls tech concept
David’s Bridal debuted what it deemed a “store of the future” concept.
The high-touch, tech-powered concept called Diamonds & Pearls launched in the spring. The concept features a curated selection of couture and designer gowns, shoes, accessories and dresses for bridal parties. The store also has a selection of exclusive products not available at other David’s Bridal locations, including gowns from Marchesa Couture and Marchesa Notte.
“With Diamonds & Pearls, we’re taking this promise to the next level. This is where trend meets tradition, where high fashion meets high touch and high tech, and where we bring the full power of David’s and all of our offerings into a modern, elevated setting,” CEO Kelly Cook said in a statement.
The space includes AI-powered shopping tools, personal styling services, Shopify point-of-sale integration for both in-store and online shoppers, alterations and more.
“By hand selecting the products, brands and partners highlighted in our Diamonds & Pearls stores, plus the ability to digitally shop in store with our ‘endless aisle’ technology, we’re bringing sophisticated curation with a seamless, modern in-store experience today’s brides want and expect,” Cook added.
The concept initially debuted in Delray Beach, Florida, with another location opening in Burlington, Massachusetts, last month.
