In today’s technologically advanced, networked world, the popularity and criticality of user participation in various aspects of our lives calls for a redefinition of the boundaries between designers and users, sellers and buyers, and visual merchandisers and shoppers. Co-design is defined in the design discipline as a process that involves consumers in co-creating a product (Piller, Moeslein & Stotko, 2004), thus transforming ordinary consumers into co-designers. Traditionally, retailers primarily rely on their internal expertise for visual merchandising directives and innovations. However, exploitation of internal expertise can result in both decreased output in innovation (Katila and Ahuja, 2002) and less innovative outcomes (Kristensson, Gustafsson, & Archer, 2004).