MINNEAPOLIS–Target will launch The Shops at Target, a new concept involving limited-time boutiques within Target stores and online, in May.
The concept involves partnering with the owners of specialty stores and boutiques to co-create limited-edition collections of a variety of products for Target shoppers. In the first flight, which begins on May 6, one of the shops will be Privet House, a partnership with a Connecticut-based retailer of the same name, which offers furniture, artwork, home decor and accessories, and garden products.
Each of the shops will be open for six weeks. After a period of time, Target will introduce more shops that will also be open for a limited time.
At an event in New York City introducing the concept, Stacia Andersen, senior vice president of merchandising for home, said the shops will roll out at all Target stores and on its website. Andersen also said this would involve creating fixturing, signage and photography at the stores and documentaries on the website. It would not involve a reformatting of all the stores, she added. The sizes of the individual shops will vary with each store, she said.
Brian Robinson, Target’s director of fashion and design partnerships, said the concept was the result of the “explosion of designer collaborations across retail”—an idea pioneered by the mass merchant with the launch of its partnership with Michael Graves in 1999. “It involves giving our guests great experiences,” Robinson said. “This puts Target at the front tier of what’s next and new at retail.”