Target Introduces The Shops at Target

Target introduces the shops at Target
Photo courtesy of Target
The Webster at Target dress, $42.99; cap-toe wedges, $29.99; and sand dollar chandelier earrings, $12.99

Jason Wu’s collection for Target hasn’t even hit yet (February 5, people!) and already we have something new to look forward to from the fashion-savvy megastore.

While designer collaborations for fast fashion stores are well-covered territory at this point, Target announced a new initiative, launching in May: The Shops at Target.

Instead of partnering with a designer, the retail giant has tapped five specialty stores to create limited-edition collections that will be housed in a shop-in-shop environment at Targets nationwide.

(And this isn't the company's only new venture: Target also announced plans to operate mini Apple stores in select locations.)

The first go-round of The Shops at Target features Miami boutique The Webster, San Francisco’s The Candy Store, Boston’s Polka Dog Bakery, Aspen beauty and skincare boutique Cos Bar, and Connecticut antique and vintage home goods shop Privet House.

target introduces the shops at target

Photo courtesy of Target

Cos Bar at Target's Blueberry White Tea Hand and Body Wash, Body Lotion, Body Scrub and Body Butter, $6 each, and Bath Pouf, $1

While The Webster’s Miami shop offers a beautifully curated selection of pieces by Lanvin, Proenza Schouler, Charlotte Olympia, Margiela, and similarly high-end designers, the shop’s Target collection steers clear of any specific brand references.

Instead, it’s a breezy, oh-so-Miami lineup of palm-printed dresses, blouses, bikinis, bright short-shorts, beachy jewelry, and colorful ballet flats and wedges—all at very Target price points (a women’s printed dress is $42.99, while a man’s graphic tee will run you $19.99 and a little girl’s smocked maxi dress is $24.99).

Privet House at Target will offer items like stationery and a woven rope ottoman; Cos Bar will have brightly wrapped soaps and bath products; The Candy Store will have sweets in chic tins, and Polka Dog Bakery will sell not just all-natural dog treats, but collars and harnesses for pups as well.

The five collections—which total nearly 400 exclusive products—will hit Target stores simultaneously on May 6 for six weeks (or more like, while supplies last!).