IEM Unveils Experiential Retail Platform with High-Growth Brands at Simon

IEM and Simon Property Group Partner to Redefine In-Mall Retail with Experiential Micro-Spaces

PHILADELPHIA, Sept. 19, 2025 – IEM, a venture-backed retail innovation company, and Simon Property Group (NYSE: SPG), a real estate investment trust specializing in premier shopping, dining, entertainment, and mixed-use destinations, today announced the launch of a new platform designed to enable high-growth brands to rapidly and flexibly scale their presence in physical retail environments.

IEM is introducing branded, experiential “micro-spaces” measuring 10×15 feet, aiming to set a new standard for in-mall retail. These spaces are strategically located in high-traffic common areas within Simon malls. The concept focuses on demonstrative brand experiences, providing shoppers with the opportunity to interact directly with products before making a purchase. Functioning as physical retail incubators, these spaces allow brands to enter the brick-and-mortar market in a controlled and efficient manner, testing market demand while minimizing risk and maximizing brand visibility.

These micro-spaces represent a potential solution to a persistent challenge in retail: the high upfront costs and long-term commitments associated with traditional store leases. By offering a flexible and scalable alternative, IEM and Simon are betting on a future where brands can experiment with physical retail without risking significant capital.

IEM’s core offering revolves around a modular suite of services, giving brands the ability to select specific components as needed. These options include design and production, staffing, day-to-day operations management, and comprehensive reporting. Brands can customize support levels to align with their specific needs and objectives. This model reduces initial investment costs while facilitating rapid market entry and providing measurable results.

This flexible model could prove particularly attractive for digitally native brands seeking to dip their toes into the physical retail world. By outsourcing key operational aspects, they can focus on brand building and customer engagement, leveraging IEM’s expertise to navigate the complexities of brick-and-mortar.

“We founded IEM to help brands seamlessly transition between the digital and physical retail landscapes,” said James Lesser, Managing Partner at IEM. “We believe the future of retail lies not just in opening stores, but in strategically approaching expansion with flexibility, control, and a knowledgeable team supporting execution.”

“Simon is dedicated to continuously evolving our centers to meet the demands of today’s dynamic brands and consumers. IEM’s spaces create memorable shopping experiences for our guests while solidifying our position as the premier platform for brands seeking strategic and successful scaling opportunities,” stated Chip Harding, Executive Vice President, Business Development, Simon Property Group.

IEM has already established partnerships with six emerging and growth-stage consumer brands across various categories, including performance footwear, eyewear, and formalwear. Brands like OOFOS, Generation Tux, and Caddis Eyewear have already launched experiential retail environments within the IEM platform. Three additional partnerships are planned to launch later this year and in early 2026, suggesting a strong pipeline of future collaborations.

“Caddis is more than just eyewear—it’s a lifestyle brand that celebrates the experience of aging,” said Emma Spagnuolo, CEO of Caddis. “At Caddis, everything we do is centered around storytelling and community. With IEM, we’re able to extend that philosophy from the digital realm into a physical space. This allows us to scale effectively while reaching consumers on a personal level. 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 leverages strategic developer relationships, a hands-on approach to location strategy, efficient execution, and effective consumer engagement to drive its early momentum. Short-term leases and subsidized rents allow brands to utilize these micro-spaces as cost-effective incubators, enabling them to test the potential of physical retail. The company aims to provide turnkey, data-driven activations tailored to the evolving retail landscape.

This initiative arrives at a time when brick-and-mortar retail is undergoing a significant transformation, with consumers increasingly demanding personalized and engaging experiences. IEM’s focus on experiential retail and data-driven insights could provide a valuable edge for brands seeking to thrive in this new environment.

About IEM

IEM is a venture-backed retail incubator facilitating brand activation in high-traffic mall environments through an expanding network of premium experiential retail spaces. IEM collaborates with leading mall developers in numerous top-performing centers across the U.S.

Alongside this announcement, IEM is launching its official website, providing further details on its brand partners, service offerings, and partnership opportunities.

About Simon

Simon Property Group (NYSE: SPG) 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. The company’s properties across North America, Europe and Asia provide community gathering places for millions of people daily and generate billions in annual sales.