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Lifestyle Concepts: How They Influence the Future of Retail


Brands are making bold moves to broaden their omnichannel strategy. For example, the store-within-store concept designed to associate a brand with aspirational consumer lifestyles helps retailers to understand consumers better. The idea not only builds interconnectivity but reimagines how consumers interact within the retail spaces.

Retail has evolved from the beloved department store to the immersive retail experience on a continuous innovation arc. Targeting the discerning Gen-Z and Millennial shoppers, requires retailers to create an environment that emotionally connects the younger generations’ desire to experience brands before making any financial decisions.

From to Dick’s Sporting Goods, every brand is testing new store formats to adapt to changing consumer shopping behaviors.

Toys take centerstage at Macy’s and Target just in time for the Black Friday holiday shopping season. Macy’s and Toys R Us, two brands we never anticipated using in the same sentence again, are staging a comeback this fall with a co-branded online shop. According to analysts, Macy’s hopes to expand its toy offering with access to Toys R Us’ private label products and a rollout of more than 400 shop-in-shops slated for 2022. In a similar play, Target has partnered with Disney to extend their toy offering, including an online and in-store component. By the close of 2021, Target will have 53 small Disney shops inside its stores.

Several brands expand into home decor and design. Dollar General piloted “pOpshelf,” seasonal home goods and decor store targeted at the suburban female demographic. The concept was well-received by regional consumers, inspiring the retailer to integrate pOpshelf into its larger Dollar General Market stores. After the successful launch of its Detroit-based hotel, Shinola partnered with Crate & Barrel on a collection of utility chairs, beds, desks, bookcases, and other home goods reflective of its brand aesthetic. The selection is available online and at Crate & Barrel stores and a new Shinola Home retail location. Finally, Bed, Bath & Beyond recently partnered with Casper Mattresses, launching its first one-of-a-kind branded shop-in-shop “experts in sleep” experience.

Airport retailer Hudson has launched Evolve by Hudson, “a specialty brand experience with on-the-go travel essentials,” a shop-in-shop convenience concept targeted at consumers returning to travel post-pandemic. The retailer launched its first experience at the Nashville International Airport (BNA), with plans to expand the concept into Dallas and Las Vegas airports. Across the pond, The Latest, a retail gallery based in Berlin, blends shopping and showroom (similar to Showfields) in their presentation of new products from up and coming and established global brands. In addition, in a recent partnership with Harley Davidson, The Latest debuted the brand’s first electric bike–Start-up Serial 1 Cycles, exclusively.

Download the Fall 2021 Retail Report.

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Anjee Solanki

National Director, Retail Services & Practice Groups

San Francisco


In Anjee’s current role, as National Retail Director for the USA, she has developed strong relationships and strategic leadership to over 500 + retail professional nationally across 140 markets within Colliers for Investment Sales, Agency, Retailer Rep, and Retail Asset & Property Management.

Anjee Solanki brings 30 years of focused retail real estate experience to Colliers International.  She provides strategic retail advisory services to enhance value for her clients with her expertise in lifestyle, community, power center, neighborhood, mixed-use retail/residential, and resort retail. 

She has developed and manages strong working relationships with institutional and private clients such as State of Florida, State of Michigan, Heitman, Invesco, Grosvenor Americas, American Realty Advisors, TH Realty, PNC, and Zurich to name a few.

Her strategy identifies current market and property inefficiencies to capture untapped value through asset repositioning, releasing, redevelopment, rehabilitation, proactive management, and enhanced marketing. 

Creative problem-solving is her specialty, and she becomes a key stakeholder with national and international retailers, such as JPMC, Opry City Stage/Ole Red and Tim Hortons, and many others. Her highly focused approach reduces the risk profile and provides clients with a thoughtful approach executing strategic multi-year planning initiatives. 


Previously, Anjee served as Executive Vice President, Retail Services for Madison Marquette. She successfully assisted with repositioning community centers to lifestyle projects and identified opportunities to create value, resulting in higher returns for her clients. She also provided strategic analysis on complex redevelopment projects to address both the asset’s financial stabilization and/or the client’s exit strategy


Anjee continues to be an insatiable collector of all things retail. She’s a student of culture living next door to future shoppers, whose fleeting trends constantly change the retail landscape … driving retailers, landlords and developers crazy! Read her Blog at: 


Anjee is originally from Southern California and currently resides in San Francisco.  She is active in the Rincon Hill neighborhood residential improvement group, which participates in the public review of the highly anticipated Salesforce Transit Center in San Francisco.

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