The challenge
Tommy Hilfiger needed to deploy its image in Mexico on two fronts at once: own stores in the country's main shopping centers and shop-in-shops inside the three large department chains — El Palacio de Hierro, Liverpool and Sears — each with its own construction rules, hours and approval processes.
In a shop-in-shop the difficulty is not size, it is context: you build inside a store that keeps selling, in night windows, without affecting neighboring departments, and the area must be spotless every morning.
What we did
- Design and construction of the 16 stores and the 124 shop-in-shops.
- Prototype standardization to replicate finishes, furniture and lighting consistently across all units.
- Management with each chain and mall: drawing reviews, internal permits, insurance and coordination of access and deliveries.
- Batch furniture production with the best manufacturers in Mexico, under our supervision of quality and lead times to hold the opening pace.
Stores were delivered in Galerías Guadalajara, Tlaquepaque, San Agustín Monterrey, Santa Fe, Andares Guadalajara, Parque Tezontle, Angelópolis Puebla, La Isla Acapulco, Morelia, Parque Delta, Playa del Carmen, Fiesta Anáhuac Monterrey and the Puebla, Punta Norte and Lerma outlets.
Why it matters
A program of this scale is not solved with construction capacity, it is solved with method: a well-documented prototype, approved vendors, batch-produced furniture under our supervision, and a single accountable partner for the brand's expansion team. The same method drives our programs for H&M, Forever 21, Guess, Hugo Boss, Diesel and Benetton.
Result
140 points of sale operating with the same brand image, delivered under quality processes supervised by the Institute of Store Planners and the Retail Design Institute.
Frequently asked questions
What is a shop-in-shop?
A brand space built inside a department store. It is executed to the brand's image criteria while complying with the host chain's construction rules, generally at night and without interrupting operations.
Can you run a program like this for our brand?
Yes. It is our specialty in multi-unit roll-out: we document the prototype, coordinate permits per market with specialist expediters, and execute openings in parallel with consolidated reporting.