OfficeMax opens “shops within stores”

From a recent RetailWire discussion: Panelists argued the merits of OfficeMax “managing” the office supply section within other retailers, such as grocers. I think it’s a smart move in light of the mature “big box” model that OfficeMax and others are dealing with right now:

This idea takes category management to a new level by putting it in the hands of a second retailer. But in a sense, it’s not a big leap from the OfficeMax strategy to the “shop-within-a-shop” concept from brands like Apple (inside Best Buy) or Coach (inside Macy’s). There is some risk of cannibalization for OfficeMax but in total it’s a winning strategy to gain share. Given the big box stores’ problems squeezing productivity out of their “category killer” real estate, this is a good move.

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