Ergo Store prepared five new More & More shops in Austria, Germany and Belgium

Shop-in-Shops are a modern concept of retail trade, where various brands rent space inside a larger store, creating their autonomous sales zones. Such solutions contribute to creating interesting and innovative shopping experiences. We took care of this by designing shops for the More & More brand in Germany, Belgium and Austria.

More & More in Austria is a monobrand store, while the other locations are typical shop-in-shops. One of them, despite its modest size, makes a huge impression with large windows and a view of the surrounding skyscrapers. How was the production process? You can read about it below.

How do Shop-in-Shop differ from monobrand stores?

Monobrand stores and shop-in-shops are two popular approaches that differ in many ways:

• Multi-brand vs. single-brand 

Shop-in-shop is a place where you can find different brands, creating their autonomous sales zones. A monobrand store is dedicated to a specific brand and offers only products from that brand.

• Shared space vs. autonomy

In a monobrand store, the entire space is designed to promote and present that particular brand. In a shop-in-shop, the brand must adapt to the overall space.

• Reach and presence

Shop-in-shops are often located in larger stores, shopping centers, or galleries that already have an established customer base and generate significant traffic. This allows brands present in shop-in-shop to benefit from existing infrastructure and customer potential. Monobrand stores often have their own independent locations specifically chosen to promote the brand.

• Flexibility and personalization

Shop-in-shop can be more flexible in terms of space arrangement and product assortment changes. Each brand is designing its sales area, allowing for greater personalization. Monobrand stores usually have a uniform appearance and arrangement that aligns with the identity and strategy of the specific brand.

Monobrand stores are an excellent tool for building and maintaining a consistent brand image. They are designed to create a unique atmosphere that stimulates customer emotions and stands out from the competition. On the other hand, shop-in-shop offers diversity and flexibility. In one place, customers can find products from multiple brands, making shopping easier, especially if they have diverse preferences or needs. They also allow brands to share rental costs and infrastructure, which can be beneficial from a business perspective. Each brand in a shop-in-shop has independence in designing its sales area, allowing for greater spatial personalization and differentiation from other brands.

The final choice depends on the brand’s preferences, business goals, and customer expectations. Our client, More & More, diversifies its retail points, sometimes opting for shop-in-shops and other times for monobrand stores. This was also the case in our latest collaboration.

What was the process of implementing More & More shops like?

We prepared five new shops for the More & More brand in Germany, Austria, and Belgium. More & More in Austria is a monobrand store, which we have already written about on our blog.

The remaining locations are shop-in-shops with areas ranging from 17 to 35 m². The smallest one is a shop-in-shop in the German city of Fulda. Our team was responsible for retail furniture production, transportation, and installation, which took place on April 18th. The second-largest is the SIS in the Heinemann chain in the German city of Neuss. In this case, we were also responsible for furniture production, transportation, and installation. The assembly work took place on April 13th. The next one, in terms of size, is the SIS in Achener fashion house in Koblenz, Germany. The Shop-in-Shop draws special attention, despite its modest area, it makes a huge impression with large windows and a view of the surrounding skyscrapers. The largest shop-in-shop is More & More in Inno chain in Leuven, Belgium. In this case, Ergo Store was responsible for retail furniture production, transportation, and installation. The assembly work was carried out on June 27th, 2023.

Store designing by Ergo Store

Recently, for our regular client More & More, we have produced several shop-in-shops in different cities in Germany, as well as stores in the Belgian Inno chain and others.

Ergo Store has extensive experience in designing stores for major brands. So far we have collaborated with Reserved, Mohito, House, Sinsay, Cropp, CCC, Levi’s, Dockers, GANT, Palmers, Etam and more.