IEM, a venture-backed retail innovation company, and has team with Simon Property Group (NYSE: SPG) on a new platform to help grands scale into brick-and-mortar retail setting.
IEM introduced new 10×15-foot branded, experiential micro spaces that can be strategically positioned in the highest-traffic common areas of malls. These micro spaces can serve as incubators to allow brands to enter physical retail by testing market demand while minimizing risk and maximizing visibility.
According to the companies, brands using these micro spaces can opt into design and production, staffing, day-to-day operations, or reporting, tailoring the level of support to their unique needs and goals. IEM said it partnered with six consumer brands, with three – OOFOS, Generation Tux, and Caddis Eyewear – already launching experiential retail environments and three more slated to open in the coming months.
“We started IEM to help brands bridge the gap between digital and physical retail,” said James Lesser, managing partner at IEM. “We believe the future of retail isn’t just about opening stores – it’s about doing it intelligently, with flexibility, control, and a team behind you that knows how to execute.”
“At Simon, we are committed to evolving our centers to meet the needs of today’s most dynamic brands and consumers,” said Chip Harding, executive vice president of business development, Simon Property Group. “IEM’s spaces not only create memorable shopping experiences for our guests but also reinforce our role as the premier platform where brands can scale strategically and successfully.”
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