The Shops at Target: A Brilliant New Retail Endeavor

Have you heard about The Shops at Target yet? I'm really excited to see this new retail concept unfold both online and at stores around the country. Target is stepping into the DIY/maker movement by featuring homegrown retailers' handpicked products in its stores. It's a brilliant branding move as it offers ample benefits for both partners: Target gains the ethos and appeal of a well-curated local boutique whereas the local boutique owners gain exposure and street cred. Head on over to the Target blog to learn more about some of the tastemakers that Target will be featuring in the coming months.

This movement is like an amped-up version of Target's wildly successful co-branded designer partnerships, and the beauty of it is that it enables Target to move towards a higher price point and expand its customer base into segments previously not interested in big box wares. As both a consumer and a designer, i'm pumped to see this one play out. I think this approach has the potential to really shake up the retail space.