Abstract Purpose: The aim of this paper is to focus on the role of retailers in the identity construction of immigrant children. Methodology: By means of phenomenological interviews and using a semiotic interpretation of the discourses of immigrant young adults about their childhood memories, we underline the importance of retail environments in the formation of an “in-between” identity. Findings: The paper shows that “from here” and “from there” shopping environments are not only socialization agents but are an intricate part of the identity formation process of immigrant children, who have to manage the “pushes” and “pulls” of their filiation and affiliation groups, from an early age up until entry into adolescence. By using transcultural psychiatry to understand these processes better, retailers can contribute to the construction of a harmonious identity and can increase immigrant children’s well-being, thus building a long-term relationship. Originality: This study addresses an under-researched area in the retail literature, investigating the role of retailers in the identity construction of immigrant children from 0 to 12 years old. It provides recommendations for building a long-term relationship with these consumers in terms of store layout, furnishing and decoration of corners, visual communication and digital in-store innovations.