Stuttgart-based retail identity agency Dfrost has introduced Store Sharing, its newest concept for both established and rookie retailers in order to better cater for today’s consumers. As the name indicates, the idea lies in the principle of dividing a retail space among various services or goods’ providers, not only from fashion, but also from other fields in order to create a one-stop lifestyle world, whilst preserving a coherent overall image.

Through this initiative, the retail consultancy wants to put a stop to the loss of individuality and emotionality that retail is suffering in urban areas because of the rising homogenization of chain store concepts. Also linked to the concept is that a change in values has taken place, as regionality and transparency gain weight according to the firm. For involved partners, Store Sharing brings lower costs in terms of rent, shop building and POS events and promotions. “Ultimately, the respective brands may open up new target groups for each other,” adds Dfrost co-founder Nadine Frommer.

Whether it’s a systemic or highly individualized approach, recommended for franchise chain retailers and independent store/s respectively, Dfrost Store Sharing concept is delivered rollout-ready. Firstly, the retail agency analyzes the urban environment and inhabitant structure, income and existing retail landscape. Afterwards, suitable cooperation partners are explored taking into account the client’s own philosophy and also other segments that would work well with the brand with regard to its target group. After the two last steps, the agency elaborates the shop fitting, visual merchandising and, if required, takes care of operating the retail space.

Dfrost Store Sharing: POS together
Dfrost Store Sharing: POS together

Dfrost Store Sharing: Coffee corner idea
Dfrost Store Sharing: Coffee corner idea