Real Canadian Superstore pilots Canadian Appliance Source shop-in-shop

The Loblaw-owned retailer’s store in Milton, Ontario, will sell appliances in a shop-in-shop model.
Real Canadian Superstore
  • Real Canadian Superstore is piloting a shop-in-shop partnership with Canadian Appliance Source. 
  • The relationship will launch with a 1,900-square-foot shop-in-shop at a store in Milton, Ontario. 
  • The Loblaw-owned retailer plans to expand the concept to more locations later this year.

Loblaw-owned Real Canadian Superstore will sell appliances from Canadian Appliance Source at one store as part of a shop-in-shop pilot. 

Loblaw in a May 18 release said its Real Canadian Superstore in Milton, Ontario, would test the shop-in-shop concept, which will offer major appliances from major brands that include LG, KitchenAid, Samsung, Bosch and Frigidaire. Shoppers will also have the option to order from the majority of Canadian Appliance Source’s online catalog, the release said.

“Our store teams take pride in the services and products we provide that help customers save for real,” said Jonathan Carroll, senior vice president of operations for Real Canadian Superstore. “That’s why we’re pleased to work with CAS to give our customers more of what they want, with a company who shares our commitment to choice, value and quality.”

The shop-in-shop will be 1,900 square feet and will be staffed by Canadian Appliance Source’s appliance experts, according to the release. The shop-in-shop will offer the same experience as a standalone Canadian Appliance Source, including the same service and terms and conditions, the release said. Lowblaw said it plans to expand the shop-in-shop concept to other Real Canadian Superstore locations later in 2023.

Shoppers who purchase appliances through the shop-in-shop will be eligible to earn rewards through the PC Optimum points loyalty program, the release said. PC Optimum is Loblaw’s combined loyalty program that exists at a number of its banner stores. 

Shop-in-shops are one way the retail industry continues to evolve the in-store experience, representing an opportunity for two retailers to come togethers to drive in-store purchases. Petco and Canadian Tire earlier this year expanded their partnership, bringing Petco shop-in-shop experiences to 90% of Canadian Tire’s 1,700 retail locations. Other notable shop-in-shops include Ulta Beauty shop-in-shops inside Target stores and Sephora’s shop-in-shops inside Kohl’s stores.