Polar is rolling out a new shop-in-shop concept that features grey, futuristic, metallic displays and sales counters and expects to have 100 of them installed before the end of the year in the Germanic and Benelux countries. The Finnish company plans to set them up in 2008 with interested partners in other parts of Europe and the world. The idea behind the concept is obviously a more aggressive sales strategy, positioning these display modules close to shoe walls within large retailers and employing dedicated salespeople at the shop-in-shops’ counters.