Retail shelf space allocation problem is well known in literature. In this paper, we make three contributions to retail shelf space allocation problem considering space elasticity (SSAPSE). First, we reformulate an existing nonlinear model for SSAPSE to an integer programming (IP) model using piecewise linearization. Second, we show that the linear programming relaxation of the proposed IP model produces tight upper bound. Third, we develop a heuristic that consistently produces near optimal solutions for randomly generated instances of problems with size (products, shelves) varying from (25, 5) to (200, 50) within a minute of CPU time.