Target recently revealed a new shop-in-shop concept that will feature collaborations with cool boutiques around the country.
Target announced today that it is introducing a new design program into its stores, as well as online at Target.com, dubbed The Shops at Target. The retailer will collaborate with five unique boutiques across the country -- including The Candy Store in San Francisco, beauty chain Cos Bar, Boston’s Polka Dog Bakery, Privet House in Connecticut, and The Webster in Miami Beach -- to create shop-in-shop retail experiences that will debut at Target beginning on May 6th. The shops will feature unique products designed just for the project.
The collections will stay in stores for just six weeks, and a whole new group of collaborators will be rolled out in the fall. Brian Robinson, director of fashion and design partnerships at Target, said at a press conference that these shop-in-shops are “meant to create a sense of discovery -- what every one of our customers love when they come to Target.”
Robinson said the Target team deliberately picked stores outside of New York City and Los Angeles, in an attempt to showcase retailers that are slightly off the beaten path. As for the selection process, Robinson said, “We traveled a lot to find these really incredible stores.” Also he said, “word of mouth,” played a big part in selection. “It’s been a really fun process,” he said.
Prices in the collections will range from one dollar for a nail file to $159.99 for a pouf chair, and the fashion items from the Webster for Target collection (previewed here) include a ruffle-belted dress with a palm tree print for $42.99 and a graphic tee with a photo print for the guys priced at $19.99.
Laure Heriard Dubreuil, CEO and Founding Partner of The Webster, told us: “It’s really been a love affair since we started working on this about a year ago. I can’t think of a more unique way to expand our brand outside of Miami.”
It's also a way to reach a new customer. The Webster is a luxury emporium that stocks the likes of Céline and Givenchy, and this Target partnership is clearly a great opportunity to reach a customer that couldn’t otherwise afford to shop The Webster itself.
The Shops at Target collections will add to the other collaborative projects in the retailer's arsenal, like the Go International limited-edition collections, which have included collaborations with Proenza Schouler and Rodarte, among others. The latest stand-alone collaboration for Target, featuring Jason Wu, bows on February 5th.