Bershka teams up with Tidal to open shop-in-shops

Bershka opens up to new brands. The fashion chain, owned by the Inditex group, will host a shop-in-shop of streaming platform Tidal in selected stores. The first to have a space to listen to music is its flagship store in Milan.

Now, the company brings to Spain this format, which will be introduced in the Paseo de Gracia store, in Barcelona. In the next few days, Bershka will extend the corners of Tidal to the flagships it has in London, Warsaw and Rome.

The alliance between the two groups goes further and, for each purchase in Bershka, customers will have three months of free music in Tidal. The corners are equipped with iPads and headphones to listen to a selection of music made only for Bershka stores.

Until now, the firm had made sporadic collaborations with other brands, such as Converse or Reebok, as well as with singers and influencers. However, this is the first time that the company has ceded spaces of its flagship stores for the installation of external brands. Launched in 1998, the chain has 1,107 stores in Europe, America and Asia. Through its online store, Bershka is present in 36 markets.