The new face of retail shop-in-shop partnerships

Shop-in-shop formats that feature retail brands within other retailers’ spaces aren’t new, but they’re changing with new deals like Target‘s partnership with Ulta Beauty and Kohl’s plan to add Sephora stores. Ulta is training Target staffers to run its in-store shops and Kohl’s has a stated goal with Sephora of turning those in-store shops into “fully immersive, premium beauty destination.” Read the Adweek story here