‘The Shops’ Bring Indy Feel to Target
Respondents to a RetailWire poll last week thought the strategy of placing Apple stores within select Target store locations was an excellent (42 percent) to good (39 percent) strategic move for the chain.
Now comes word that Target’s plan to open shops within its stores is not just limited to Apple. The company announced it will sell limited-edition merchandise from independent specialty shops as part of a concept called "The Shops at Target." Merchants will include:
- The Candy Store in San Francisco — retro candy and confections from outside the U.S.;
- The Cos Bar — beauty care products and cosmetics;
- Polka Dog Bakery in Boston;
- The Privet House in Connecticut — vintage furniture and accessories;
- The Webster from Miami — clothing and accessories.
"This puts Target at the frontier of what’s next in retail," Brian Robinson, director of fashion and design partnership at Target, was quoted as saying by The Associated Press. "We’re building on that sense of discovery by offering our guests a chance to experience one-of-kind specialty stores and boutiques through collections that have been specifically tailored to their wants and needs."
Unlike the 25-store test with Apple, Target intends to offer merchandise from the specialty shops in all its locations as well as online. "The Shops" will offer 400 items ranging in price from a $1 nail file to a $159.99 ottoman sold on Target.com.
"This whole thing has been surreal since we’re such a small business," Diane Campbell, co-founder of The Candy Store, told Bloomberg News. "We’re a true mom-and-pop."
- Introducing The Shops at Target – Target Corporation/YouTube
- Target will test mini-Apple stores, specialty shops – The Associated Press/USA Today
- Target to Test In-Store Boutiques – The Wall Street Journal
- Target to host boutiques, and Apple, in stores – Reuters
- Target Brings in Mom-and-Pops – Bloomberg News
Discussion Questions: Will Target have a hit with “The Shops at Target” concept? What reaction, if any, do you expect to see from Walmart and other competitors?