A retail innovation company, IEM has teamed up with premier real estate investment trust, Simon Property Group to launch a new platform to help brands expand into physical retail with greater speed and flexibility. This platform introduces a new standard in mall retailing through what IEM calls ‘micro spaces.’

These 10x15-foot branded, experiential spaces are strategically placed in high-traffic mall areas. They aim to create demonstrative brand experiences, allowing shoppers to physically interact with products before buying. These spaces act as incubators, letting brands test market demand and gain visibility while minimizing the risk and high costs typically associated with opening a full-sized store.

At its core, IEM's service model is a modular, pick-and-choose menu. Brands can select the specific support they need, including design, staffing, daily operations, or performance reporting. This flexible approach reduces upfront investment, enables quick market entry, and helps brands achieve measurable results.

James Lesser, Managing Partner at IEM, says, the company was founded to help brands bridge the gap between digital and physical retail. The future of retail isn’t just about opening stores - it’s about doing it intelligently, with flexibility, control, and a team that knows how to execute, he adds.

Chip Harding, Executive Vice President-Business Development, Simon Property Group, highlights, IEM’s spaces not only create memorable shopping experiences but also reinforce Simon's role as a platform where brands can scale successfully.

So far, IEM has partnered with six emerging and growth-stage brands. Of these, three brands - OOFOS, Generation Tux, and Caddis Eyewear - have already launched their experiential retail environments. Emma Spagnuolo, CEO, Caddis, notes, IEM allowed the company to extend its ‘lifestyle brand’ ethos beyond digital into a physical space, enabling them to connect with consumers in person.

IEM’s success is driven by its strong relationships with mall developers. By offering short-term leases and subsidized rents, IEM provides a cost-efficient way for brands to test the physical retail market. The platform is designed to be turnkey and data-driven, helping brands launch physical activations with speed and confidence.