Target Ups Exclusives Ante With New In-Store Shops

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January 17, 2012

Target’s drive to differentiate through exclusive design partnerships and private label programs continues with the pending launch of The Shops at Target.

The Shops at Target will be an ongoing program where Target will partner directly with owners of specialty stores and boutiques to co-create affordable, limited-edition collections for shoppers. The first shops will debut on May 6 at all Target stores and Target.com, with five exclusive collections across five different product categories.

The first group of The Shops at Target—or “flight” as the company has dubbed the program -- features collections from five different U.S. specialty stores: The Candy Store, Cos Bar, Polka Dog Bakery, Privet House and The Webster. The collections reflect each shop owner’s perspective. Prices range from $1 for a nail file to $159.99 for an online-only pouf for the home. The five collections total nearly 400 exclusive products.

“One of the reasons our guests love shopping at Target is our design partnerships,” said Brian Robinson, director of fashion and design partnerships, Target. “With The Shops at Target, we’re building on that sense of discovery by offering our guests a chance to experience one-of-a-kind specialty stores and boutiques through collections that have been specifically tailored to their wants and needs.”

The Shops
San Francisco-based The Candy Store was founded in 2007 by Diane and Brian Campbell in 2007. Target’s collection of sweets includes Black Licorice Dogs, Gummy Fried Eggs, Jaw Breakers, Caramel Creams and Round Swirl Lollipops.

Cos Bar in Aspen, Colo., brings its unique beauty experience to Target with a collection of body care products, bath accessories, beauty tools, manicure essentials and cosmetic bags in eye-catching prints.

Boston’s Polka Dog Bakery boutique for dogs specializes in natural, freshly baked goods and fashionable accessories. Polka Dog Bakery’s collection at Target features signature dog treats, including General Bow Wow’s Chicken Biscuits, The Big Dig Cheese Biscuits and Snickerpoodles Biscuits, as well as bright and accessories such as bowls, balls, collars, harnesses and food mats.

Privet House opened in May 2008 in Warren, Conn., (there’s also a second location in Greenwich, Conn.) and boasts an international collection of antique and vintage furniture, artwork and mirrors for the home and garden. Privet House at Target features a signature line of décor and accessories for the home, garden and table reminiscent of the shop’s charming aesthetic.

The Webster, founded in 2008 by Laure Heriard Dubreuil and Milan Vukmirovic, is a multi-brand boutique devoted to luxury fashion with an exclusive selection of unique pieces. The Miami-based store offers a mix of men’s and women’s ready-to-wear, luxury accessories and photography, as well as an entertainment space. The Webster at Target includes apparel and accessories for women, men, kids and baby inspired by the essence and sunshine of Miami, featuring flamingo and deco prints in shades of coral, navy and green.

Target launched its first design partnership with Michael Graves in 1999 and most recently sold out the Missoni For Target collection in mere hours. To date, the retailer has worked with more than 80 design partners. The Shops at Target is a new iteration of a program originally designed for Marshall Field’s department stores prior to that chain’s sale to Macy’s. There, management included exclusive shops within the larger store from brands like London’s The Designer’s Guild and Merz Apothecary, a family run business with a single store in Chicago.

In addition to The Shops, Target will continue to pursue exclusive design collaborations, including the Jason Wu for Target collection, which launches Feb. 5.

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