Simon Malls House ‘Micro Spaces’

E-tail brands looking to break into the brick-and-mortar space can take advantage of a new “micro spaces” platform available at malls operated by Simon (Indianapolis). IEM (Philadelphia), which describes itself as a venture-backed retail innovation company, is teaming with Simon to offer 10 by-15-foot branded, experiential spaces in high-traffic common areas within the latter firm’s shopping complexes.

“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.”

Said Chip Harding, Simon Property Group EVP Business Development: “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… 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.”

So far, IEM has partnered with six emerging and growth-stage consumer brands across such categories as performance footwear, state-of-the-art eyewear and formalwear. Three of those, Oofos, Generation Tux and Caddis Eyewear, have already launched experiential retail environments. (The news release did not say which of Simon’s 250-plus shopping destinations are home to those spaces.) Three additional brands are slated to open later this year and into early 2026.