Computer producer Asus is broadening its relationship with its customer base with its inaugural shop-in-shop concept stores. The shop-in-shop branches can be found at select Computer Mania branches in South Africa with more to come. The first store debuted on 25 November 2024 at the Mall of Africa, followed by a second location at Brooklyn Mall on November 26.

Asus sets up shop

Asus’s shop-in-shop stores offer a more thoughtful space for techies, centered around the tech brand’s premium product lines like ROG (Republic of Gamers) and the Zenbook ranges. All stores showcase a curated selection of the brand’s latest notebooks and a range of accessories. Asus hopes the experience will draw customers in, and make Asus a central part of the Computer Mania experience.

The rollout is set to expand further, with openings at Canal Walk, Cavendish Square, and Clearwater Mall in the coming weeks. These locations will give customers access to an even greatere selection of products and displays.

“We’re thrilled by the positive reception over the past week,” says Asus’s Country Marketing Manager Jessica Burnett. “Our shop-in-shop concept creates an engaging environment where customers can explore our innovative solutions firsthand, from high-performance gaming systems to sleek professional notebooks.”

This seems to be following a move by companies to expand their reach and revenues by increasing their presence in physical shopping spaces. Netflix began its foray into physical stores this year. Even Nike, which had started transitioning to being almost completely online-based, is reverting to physical retail spaces.