Analysis: Will the supermarket shop-in-shop resonate now high streets have reopened?

Asda with a shop-in-shop

One of the retail phenomena of the past year has been the rise and rise of the supermarket shop-in-shop.

Grocery titan Asda has launched a ‘test and learn’ partnership strategy with a range of retailers including The Entertainer, B&Q and most recently Missguided, while Tesco has launched a shop-in-shop trial across five of its superstores with electricals retailer AO.com.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading

Retail-Week.com provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on Retail-Week.com
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.