Four new “shops” make their Target debut on Sunday, Sept. 9. This is the second installment of a program that garnered a huge amount of buzz for the forward-thinking retailer last spring. The basic concept: now that everyone has copied Target’s successful formula of partnering with designers, move on the next thing, and partner with cool boutiques around the country—bringing their vibe to the wide aisles of the big box store. In my opinion, the Shops got lost in translation. Customers were expecting shops—and if anyone could pull off a mini-boutique experience adjacent to the laundry detergent, it would be Target. But what we got was bits from this store and that, tucked into end caps or departments. That letdown took away from the collections themselves, which were like most Target collaborations: phenomenal on glossy pages; hit and miss in reality.
It will be interesting to see if Target has tweaked its presentation for round two, which includes fashion for women and men as well as home and gift. And typical Target: they’ve sucked me back in. The partners are top-notch. The look books look fab. Here’s a preview:
Kirna Zabete: A SoHo boutique known for showcasing some of the best designers of today, and tomorrow. Kirna Zabete at Target includes more than 100 pieces of women’s apparel and accessories with an urban chic sensibility. Expect blouses in graphic prints and textures as well as dresses, and lace tights, with prices ranging from $9.99 to $199.99.
Odin: A men’s lifestyle store with three NYC locations that showcase high-end lines from well known and emerging designers. Odin at Target features around 20 fashion items for men including tailored pants and jackets. Prices range from $14.99 to $99.99.
The Curiosity Shoppe: This San Francisco store is known for playful and kitschy decor, gifts, crafts, games, and, well, other curiosities. The Curiosity Shoppe at Target includes 60 products for home, kitchen and tabletop ranging in price from $3 to $30.
PATCH NYC: Located in the South End of Boston, the store has evolved into a lifestyle studio that creates and curates handmade, vintage and one-of-a-kind home decor. PATCH NYC at Target reflects the brand’s signature style with more than 50 products, including bedding, bar ware, pillows, and lamps inspired by nature. Prices range from $4.99 to $199.99.