Kirna Zabete Joins Target Shops: Round 2

In Marketing, What's New, Industry News by Lauren Parker, Accessories Magazine

Minneapolis–Target–that King of Collaborations–continues to expand its Shops at Target concept, and just unveiled its lineup for Round 2.

The Shops at Target is just that: literal shop-in-shops of  retail boutiques (relatively unknown to the average Target consumer) selling merchandise made exclusively for Target.

While fashionistas have already lined up for designer collaborations like Missoni and Jason Wu, Target’s retail collaboration concept puts a new spin on things…introducing fashion and home boutiques that have never seen the inside of a mall before.

At a recent press event in New York, Target unveiled the lineup of shops for Round 2, premiering September 9 (Round 1, currently in store, includes The Webster from Miami, as well as home, dog accessories, cosmetics from other boutiques).

New Shops

New partners for The Shops at Target include Kirna Zabete (upscale clothing and accessories boutique from New York), Patch NYC (décor and gift boutique from Boston), The Curiosity Shoppe (Amicana-themed, kitschy kitchen boutique from San Francisco), and menswear boutique Odin New York (which, unlike Patch NYC, is actually based in New York!).

While the shops will not carry the full scope of merchandise offered in the partner boutiques (The Curiosity Shoppe, for example, sells jewelry on its website but won’t have any any at Target), they will certainly give great exposure to names never before seen in malls, and therefore unknown to many of Target’s core consumers.

The industry is most excited about Kirna Zabete’s participation. The Soho-based boutique features covetable items like Alexander Wang and Proenza Schouler handbags; Shourouk and Tom Binns jewelry, and much more across all accessories classifications. The line for Target includes lots of crystal ball jewelry, leather handbags, print scarves, animal print fedoras, tech accessories and more. Retails will range from about $10 to $100.

Stay tuned for images once they are released by Target. After signing a non-disclosure agreement at the press event, far be it from us to leak a photo!


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