The Shops at Target Preview

Target wrote the book on affordable design.

Since that first partnership with architect Michael Graves in 1999, Target has had more than 80 innovative collaborations to be proud of. And yesterday, Target unveiled an entirely new design platform – The Shops at Target – at a media preview event in New York City.

The ongoing program brings upscale specialty stores from across the country to your local store at affordable prices. Target will partner with a rotating roster of boutique shop owners to co-create limited-edition collections across different product categories for six week runs.

For the first flight of The Shops at Target, which debuts online and in stores May 6, Target teamed up with five stores to create an exclusive collection totaling nearly 400 products.

The first shops hail from different corners of the country: The Candy Store from San Francisco, Cos Bar beauty shop from Aspen, Polka Dog Bakery treats and toys from Boston, Privet House home goodsfrom Warren, Conn.and The Webster, a Miami high-end fashion boutique.

Feel free to freak out for a minute, if you’d like. We did.

With prices ranging from $1 to $160, the five collections reflect the spirit of each shop and shop owner’s unique perspective and aesthetic. The shop owners and Target worked together every step of the way – from product selection and packaging to in-store shop displays – to recreate the essence and ambiance of the individual boutiques.

“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,” said Brian Robinson, Target’s director of fashion and design partnerships.

Don’t worry – you’ll still see collaborations from big-name designers and brands like the upcoming Jason Wu collection.

But now, we also get to stumble across some amazing shops we might never have without a little help from Target.

Check out our exclusive behind-the-scenes photos
of The Shops at Target 



Video and photos by Chris New

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