A popular retail trend in the last few years is the store-inside-a-store concept, and while it may sound counter-intuitive, if done right, the setup can prove to be a symbiotic relationship.
With the right pairing, the retail stores can increase their credibility by offering something different than competitors and enticing more customers to their retail space while the smaller retailer gains more exposure inside a high-traffic retail spot.
For any retailer considering moving from retailer to landlord and/or tenant, understanding the potential service level and effect another store will have on your own brand is essential. Partner with brands that will enhance the shopping experience rather than confuse the customer and focus on the basics of what is currently working and build up. If you add items to the store that enhance your products, the result can only be positive for both parties.
Source: The Houston Chronicle, January 2011