1. Simon Property Group partners with IEM to launch experiential retail micro spaces. 2. These micro spaces cater to emerging brands, lowering entry barriers. 3. Three brands have launched environments; more expected in 2026. 4. Simon aims to enhance shopping experiences while increasing tenant flexibility. 5. New retail strategy positions Simon for adaptability in competitive landscape.
Simon's initiative to attract high-growth brands can drive foot traffic and sales, enhancing SPG's market position. Similar past strategies have positively influenced stock performance during shifts in retail trends.
The innovative approach in retail through partnerships enhances Simon's portfolio appeal, which is crucial for SPG as it adapts to consumer behavior changes.
While immediate effects may not be evident, building partnerships with emerging brands can establish sustainable growth opportunities for Simon, positively affecting SPG’s long-term performance.
New Venture Redefines In-Mall Retail with Turnkey Experiential Retail Environments for Today's Most Promising Consumer Brands
PHILADELPHIA, Sept. 19, 2025 /PRNewswire/ -- IEM, a venture-backed retail innovation company, and Simon®, a real estate investment trust engaged in the ownership of premier shopping, dining, entertainment and mixed-use destinations, today announced the rollout of new platform built to help high-growth brands scale into brick-and-mortar quickly and flexibly.
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 U.S.
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 North America, Europe and Asia provide community gathering places for millions of people every day and generate billions in annual sales.
Media Contact:
George Polgar (215)275-0848
GeorgePolgar@Gmail.com
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SOURCE IEM Media