The trend is clear. Americans have less and less need for Big Box stores that display every type of item available. That’s what the Internet is for. Malls are a dying breed, Best Buy and Sears are closing stores—we’re done with the big box.
Understanding this trend, the folks at Target are launching a curated “Main Street” inside their Big Box stores. The Shops at Target. will partner directly with the shop owners of specialty stores and boutiques to co-create (curate) affordable, limited-edition collections inside all 1,767 stores across the United States, and online starting May 6. The first flight of The Shops at Target features five exclusive collections across five different product categories.
“The Shops at Target is the next stage in the evolution of our design-partnership strategy,” said Kathee Tesija, executive vice president of merchandising, Target. “The Shops is all about the thrill of discovery and we’re delighted to bring our guests a curated collection of home, beauty, fashion and pet products from these specialty stores right to their own backyards.”
The first flight of The Shops at Target 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 unique perspective, offering Target’s guests the opportunity to experience each shop’s distinct aesthetic simply by visiting their local Target store or Target.com. With prices ranging 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.