# In-Store Boutiques John Lewis' In-Store Shop Highlights Noteworthy Products with Pop-Up Displays By Laura McQuarrie | Published 2015-08-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/in-store-shop References: [vmsd](http://vmsd.com/content/john-lewis-launches-store-boutique) & [birminghammail](http://www.birminghammail.co.uk/whats-on/shopping/john-lewis-birmingham-launches-new-9778133) The John Lewis location in London will soon be home to a new in-store shop that will be designated 'Found.' Found is set to be a 4,000 square foot shop-in-shop boutique that will feature emerging brands in clothing, accessories, beauty, technology and home items. The curated items will be on rotation every six weeks and leaves plenty of potential for brand collaborations. Up first, John Lewis' Found will be featuring watches from Shore Project with a [pop-up installation](https://www.trendhunter.com/trends/on-rotation1). Although the [store-in-a-store concept](https://www.trendhunter.com/trends/target-soho-store) is frequently used by brands to bring in other outside [independent retailers](https://www.trendhunter.com/trends/woolrich-black-label), it's interesting to see retailers like John Lewis carving out its own in-store boutiques to put certain products in the spotlight for a time, especially around the holiday season. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 83% | Activity: 69% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **In-store Boutiques:** The trend of creating in-store boutiques allows retailers to highlight noteworthy products and create engaging experiences for customers. - **Shop-in-shop:** The shop-in-shop concept provides an opportunity for brands to showcase their products and create unique collaborations within larger retail spaces. - **Rotating Curations:** The practice of rotating curated items in stores every few weeks keeps the shopping experience fresh and encourages repeat visits. ### Where This Applies - **Retail:** The retail industry can benefit from creating in-store boutiques to generate excitement, showcase specific products, and increase sales. - **Fashion:** The fashion industry can utilize shop-in-shop concepts to highlight emerging brands and collaborate with other retailers for mutually beneficial brand exposure. - **Beauty:** The beauty industry can take advantage of rotating curated items to introduce new products and trends, creating a sense of discovery and exclusivity for customers. ## Related on Trend Hunter - [Boutique-Style Fragrance Shops](https://www.trendhunter.com/trends/the-perfume-shop-boutique-stores.md) - [Grocer-Inspired Beauty Retail Pop-Ups](https://www.trendhunter.com/trends/benefit-benemart-holiday-concept-shop.md) - [Hybrid Gallery Shops](https://www.trendhunter.com/trends/apoc-london.md) - [Festive Football Pop-Up Shops](https://www.trendhunter.com/trends/west-ham-united-and-john-lewis.md) - [Design-Led Lifestyle Brands](https://www.trendhunter.com/trends/john-lewis-partnership.md) - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Pop-Up Luggage Retail Activations](https://www.trendhunter.com/trends/antler-retail-popup.md) - [Selective Retail Pop-Ups](https://www.trendhunter.com/trends/woolrich-black-label.md) - [Museum-Inspired High-Fashion Stores](https://www.trendhunter.com/trends/museuminspired-highfashion.md)