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Why Apple, Sephora and Nordstrom are jumping on this trend to pull in shoppers By: CNN Originally Published: 07 MAR 21 10:00 ET By Parija Kavilanz, CNN Business (CNN) As the pandemic drags on, big chains like Target and Nordstrom are looking for ways to keep consumers coming back to their stores. One go-to strategy is the store-within-a-store concept. It s a way for one retailer to join forces with another by setting up a pop-up shop within their stores. Industry analysts saythe approach has benefits for both parties. For instance, department store Kohl s is adding as many as 200 Sephora mini shops inside of its stores in 2021 as a way to expand its beauty and cosmetics category. For Sephora, the deal helps the retailer expand its market to Kohl s shoppers. ....