A random mix of stars including January Jones, Emma Roberts and Theophilus London previewed The Shops at Target at its launch event in New York on Tuesday. The merchandising concept, which was announced earlier this year, will debut at 1,763 of the mega retailer's stores this Sunday.
The initiative is modeled after department store shop-in-shops and highlights a select group of five successful small businesses. The chosen ones include the Webster House (a Miami-based clothing store), the Polka Dot Bakery (which is rooted in Boston), Privet House (a home accessories shop in Connecticut), the Candy Store (serving sweethearts in San Francisco and now nationwide), and the Cos Bar (a cosmetic shop in Colorado).
Products from these trendy specialty-boutiques will also be available online. And if you're panicking over the sudden hiatus in Target's mass designer collaborations, a spokesman says the retailer will still work with fashion's top stars. "[The Shops] is in addition to how we interpret affordable design. We'll continue to work with partners such as Jason Wu and Missoni," he told WWD.