Target moves away from high-end fashion collaborations to support small U.S. boutiques


Target moves away from high-end fashion collaborations to support small U.S. boutiques

Target is to end its highly successful string of high-end fashion collaborations in favour of a series of in-store mini boutiques run by small speciality shops.

The Shops at Target, due to launch on May 6, will feature five small stores from around
the U.S.

A sweet shop, a bakery for dogs and
a cosmetics boutique are some of the retailers that will be plucked out of relative obscurity to take part in the first round of
partnerships.

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Target

Local heroes: Target is to end its series of high-end fashion collaborations and launch a series of limited-edition lines from specialist brands across the U.S.

It's a change of direction for the store, which has become
well-known for collaborations with much larger, high-end fashion and lifestyle brands.

Target has teamed up with over 70 names through the years, including Jean
Paul Gaultier, McQ by Alexander McQueen and Missoni.

Most recently, the company announced a joint project with rising fashion star Jason Wu, which is due to launch February 5.

Sweet success: The Candy Store in San Francisco is one of the five small local shops to be hand-selected by Target in its bid to speak to a new wave of customers

Sweet success: The Candy Store in San Francisco is one of the five small, local shops to be hand-selected by Target in the chain's bid to attract new customers

Brian Robinson, director of fashion and design partnerships
at Target, said the move will create a much-needed buzz in the current retail
climate.

'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,' he said in a press release.

It is hoped that by partnering with the boutique brands, Target will attract a fresh wave of customers.

Top dog: Target has deliberately picked boutiques that offer something exciting and esoteric, such as pet treat specialists the Polka Dog Bakery in Boston

Animal magic: Target has specifically picked boutiques that offer something new and unique, such as Boston pet treat specialists the Polka Dog Bakery

Among the first to join forces with the retail giant are San Francisco confectioner The Candy Store and Connecticut
home accessories boutique The Privet House.

Miami-based
clothing store The
Webster House is also in the launch line-up, as is Boston pet treat
specialists Polka Dog Bakery, and Aspen make-up boutique The Cos Bar.

Around 400 items from the five brands will be sold both
at Target stores and online over six weeks, after which they'll be replaced with new shops later in the year.