IEM Launches New Experiential Retail Innovation Platform at Simon with High-Growth Brands
Simon Property Group (NYSE:SPG) and IEM have partnered to launch an innovative retail platform featuring 10x15-foot experiential "micro spaces" in high-traffic mall areas. The initiative aims to help high-growth brands transition into physical retail through a flexible, low-risk approach.
The platform offers modular services including design, staffing, operations, and reporting. Three brands - OOFOS, Generation Tux, and Caddis Eyewear - have already launched spaces, with three more planned for late 2025 and early 2026. The model features short-term leases and subsidized rents, allowing brands to test physical retail environments while minimizing initial investment.
Simon Property Group (NYSE:SPG) e IEM hanno annunciato una partnership per lanciare una piattaforma retail innovativa con micro-spazi esperienziali di 10x15 piedi in aree ad alta affluenza nei centri commerciali. L’iniziativa punta ad aiutare i marchi in rapida crescita a passare al retail fisico con un approccio flessibile e a basso rischio.
La piattaforma offre servizi modulari che includono design, staffing, operations e reporting. Tre marchi - OOFOS, Generation Tux e Caddis Eyewear hanno già lanciato gli spazi, con altri tre in programma per la fine del 2025 e l'inizio del 2026. Il modello prevede contratti di locazione a breve termine e affitti sovvenzionati, permettendo ai marchi di testare ambienti di vendita fisici minimizzando l’investimento iniziale.
Simon Property Group (NYSE:SPG) y IEM se han asociado para lanzar una plataforma minorista innovadora con espacios experienciales de 10x15 pies en zonas de alto tráfico de centros comerciales. La iniciativa busca ayudar a marcas de alto crecimiento a trasladarse al comercio físico mediante un enfoque flexible y de bajo riesgo.
La plataforma ofrece servicios modulares que incluyen diseño, personal, operaciones e informes. Tres marcas - OOFOS, Generation Tux y Caddis Eyewear ya han lanzado espacios, y hay tres más previstos para finales de 2025 y principios de 2026. El modelo contempla alquileres a corto plazo y rentas subvencionadas, permitiendo a las marcas probar entornos minoristas físicos minimizando la inversión inicial.
Simon Property Group (NYSE:SPG)와 IEM은 고트래픽 몰 구역에서 10x15피트의 체험형 '마이크로 공간'을 선보이는 혁신적인 소매 플랫폼을 함께 출시하기로 파트너십을 체결했습니다. 이 이니셔티브의 목표는 고성장 브랜드가 물리적 소매로 전환하도록 유연하고 위험 부담이 낮은 접근 방식을 제공하는 것입니다.
플랫폼은 디자인, 직원 채용, 운영, 보고를 포함한 모듈식 서비스를 제공합니다. OOFOS, Generation Tux, Caddis Eyewear의 세 브랜드가 이미 공간을 런칭했고, 2025년 말과 2026년 초에 추가로 세 곳이 계획되어 있습니다. 이 모델은 단기 임대와 보조 임대를 특징으로 하여 브랜드가 물리적 소매 환경을 테스트하면서 초기 투자를 최소화할 수 있게 해줍니다.
Simon Property Group (NYSE:SPG) et IEM se sont associés pour lancer une plateforme de vente au détail innovante proposant des « microespaces » expérientiels de 3,05 m sur 4,57 m dans des zones très fréquentées des centres commerciaux. L’initiative vise à aider les marques en forte croissance à passer au commerce physique grâce à une approche flexible et à faible risque.
La plateforme offre des services modulaires comprenant la conception, le personnel, les opérations et le reporting. Trois marques - OOFOS, Generation Tux et Caddis Eyewear ont déjà lancé des espaces, et trois autres sont prévus pour fin 2025 et début 2026. Le modèle prévoit des baux à court terme et des loyers subventionnés, permettant aux marques de tester des environnements de vente physique tout en minimisant l’investissement initial.
Simon Property Group (NYSE:SPG) und IEM haben sich zusammengeschlossen, um eine innovative Einzelhandelsplattform vorzustellen, die 10x15-Fuß-Erlebnis-«Mikrobereiche» in stark frequentierten Mall-Bereichen bietet. Die Initiative zielt darauf ab, Wachstumsmarken beim Übergang in den stationären Einzelhandel mit einem flexiblen, risikoarmen Ansatz zu unterstützen.
Die Plattform bietet modulare Dienstleistungen einschließlich Design, Personal, Betrieb und Reporting. Drei Marken - OOFOS, Generation Tux und Caddis Eyewear haben bereits Räume gestartet, drei weitere sind für Spätherbst 2025 und Anfang 2026 geplant. Das Modell umfasst Kurzzeitmieten und subventionierte Mieten, die es Marken ermöglichen, physische Einzelhandelsumgebungen zu testen und dabei die anfängliche Investition zu minimieren.
Simon Property Group (NYSE:SPG) و
توفر المنصة خدمات معيارية تشمل التصميم والتوظيف والتشغيل والتقارير. ثلاث علامات تجارية - OOFOS و Generation Tux و Caddis Eyewear قد أطلقت مساحات بالفعل، مع خطط لثلاثة مساحات إضافية في أواخر 2025 وبداية 2026. النموذج يعتمد على عقود إيجار قصيرة الأجل وإيجارات مدعومة، مما يسمح للعلامات التجارية باختبار بيئات البيع بالتجزئة الفعلية مع تقليل الاستثمار الأولي.
Simon Property Group (NYSE:SPG) 与 IEM 已合作推出一个创新的零售平台，在人流量大的商场区域提供10x15英尺的体验式“微空间”。该计划旨在通过灵活、低风险的方式帮助高增长品牌向实体零售过渡。
该平台提供设计、人员配置、运营与报告等模块化服务。三大品牌 - OOFOS、Generation Tux 和 Caddis Eyewear 已经开设了空间，计划在2025年末和2026年初再增加三处。该模式采用短期租约和补贴租金，使品牌能够在降低初始投资的同时测试实体零售环境。
- Platform provides low-risk entry to physical retail for emerging brands
- Strategic positioning in high-traffic mall areas maximizes brand visibility
- Flexible modular service model reduces upfront investment for brands
- Short-term leases and subsidized rents lower barrier to entry
- None.
Insights
Simon's new IEM partnership creates flexible micro-retail spaces to attract digital-first brands, potentially boosting mall traffic and lease revenues.
Simon Property Group's partnership with IEM represents a strategic evolution in mall retail, addressing two critical industry challenges simultaneously. The introduction of 10x15-foot experiential micro spaces in high-traffic common areas creates a lower-risk entry point for digital-native brands to test physical retail while potentially increasing mall foot traffic through rotating, novel brand experiences.
This model offers significant operational advantages for Simon. First, it creates a new tenant category that can utilize previously undermonetized common areas. Second, it establishes a pipeline of potential future full-store tenants as brands test concepts before committing to traditional leases. The "short-term leases and subsidized rents" mentioned suggest Simon is trading some immediate rental income for brand diversity and future growth potential.
The early adoption by six emerging brands across diverse categories (footwear, eyewear, formalwear) demonstrates proof of concept. The implementation timeline—three brands already launched with three more coming by early 2026—indicates measured rollout rather than immediate portfolio-wide deployment.
For Simon investors, this represents an adaptive strategy to evolving retail dynamics. Rather than simply filling vacant spaces, Simon is creating an incubation ecosystem that could strengthen its competitive position against both e-commerce and competing mall operators. The focus on experiential retail aligns with consumer preference shifts toward unique in-person shopping experiences that complement online purchasing behaviors.
New Venture Redefines In-Mall Retail with Turnkey Experiential Retail Environments for Today's Most Promising Consumer Brands
IEM introduces new 10x15-foot branded, experiential "micro spaces" that are a new standard in mall retail through its premium experiential retail environments. The spaces are strategically positioned in the highest-traffic common areas of malls. These are demonstrative brand experiences, giving shoppers the opportunity to touch and engage with the physical product before purchasing. Acting as incubators, these environments also allow brands to enter physical retail in a cautious, efficient manner, testing market demand while minimizing risk and maximizing visibility.
At the heart of IEM's offering is a modular, pick-and-choose menu of services. Brands can opt into design and production, staffing, day-to-day operations, or reporting, tailoring the level of support to their unique needs and goals. This model reduces upfront investment while enabling rapid market entry and measurable results.
"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. 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," said Chip Harding, Executive Vice President Business Development, Simon Property Group.
To date, IEM has partnered with six emerging and growth-stage consumer brands across categories including performance footwear, modern eyewear, and formalwear. Three of those, OOFOS, Generation Tux, and Caddis Eyewear have already launched experiential retail environments. Three additional brands are slated to open later this year and into early 2026.
"Caddis is more than eyewear—it's a lifestyle brand that celebrates the awesomeness of aging," said Emma Spagnuolo, CEO of Caddis. "Everything we do at Caddis is about storytelling and community. With IEM, we're able to extend that ethos beyond digital into a physical space that's impactful and aspirational, allowing us to achieve scale while cutting through to the consumer. It's not just retail—it's an extension of the Caddis culture, where people can touch, try on, and connect with our brand in real life."
IEM's early momentum is powered by its strategic developer relationships and hands-on approach to location strategy, execution, and consumer engagement. Through short-term leases and subsidized rents, IEM enables brands to use its micro spaces as cost-efficient incubators, allowing them to test physical retail. The company is built to support activations that are turnkey, data-driven, and tailored for today's evolving retail landscape.
About IEM
IEM is a venture-backed retail incubator that helps brands activate in high-traffic mall environments through a growing network of premium experiential retail confidence. IEM is proudly aligned with the country's top mall developers and operates inside many of the highest-performing centers across the
Alongside today's announcement, IEM will also be launching its official website, which will include additional information on its brand partners, service offerings, and partnership opportunities.
About Simon
Simon® is a real estate investment trust engaged in the ownership of premier shopping, dining, entertainment and mixed-use destinations and an S&P 100 company (Simon Property Group, NYSE: SPG). Our properties across
Media Contact:
George Polgar (215)275-0848
GeorgePolgar@Gmail.com
View original content to download multimedia:https://www.prnewswire.com/news-releases/iem-launches-new-experiential-retail-innovation-platform-at-simon-with-high-growth-brands-302561134.html
SOURCE IEM Media
FAQ
What is Simon Property Group's new retail innovation platform with IEM?
Which brands have already launched with Simon's IEM retail platform?
How does Simon's IEM retail platform work for brands?
When will additional brands join Simon's IEM retail platform?
What are the benefits of Simon's IEM retail platform for emerging brands?
