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

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