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Target Launches Specialty In-Store Boutiques, 'The Shops' (VIDEO)

Target

Huffington Post   First Posted: 01/12/12 04:54 PM ET Updated: 01/13/12 08:04 AM ET

Just when we thought we couldn't love Target any more--thanks to their newest designer collaboration with Jason Wu--the mass market retailer announced today that its launching "The Shops."

Using the shop-in-shop design (like the designer shops you see in department stores like Bloomingdales) Target will fill mini in-store shops with handpicked specialty boutiques from around the country.

Which means, the yummy candy shop in your small hometown in Pennsylvania or the amazing clothing store you stumbled upon while vacationing in Miami could get the opportunity to sell at one of the biggest retail chains in the country.

And in order to provide shoppers with rare and unique goods, Target made it a point to select boutiques outside of New York City and Los Angeles.

Brian Robinson, director of fashion and design partnerships at Target, explained today at a press conference that the concept is "meant to create a sense of discovery -- what every one of our customers love when they come to Target."

Launching both in-store and online on May 6, "The Shops" will debut their first round of boutiques--The Candy Store in San Francisco, beauty chain Cos Bar, Boston's Polka Dog Bakery, Privet House (home decor accessories) in Connecticut, and The Webster (clothing and accessories shop) in Miami Beach. After six weeks Target will switch out the current shops with a new group of boutiques.

It's like a merry-go-round of amazing!

You'll find everything from a $1 nail files to a $160 ottoman. In addition, the selected boutiques will offer limited edition items created for the project.

Those fearing a Missoni-esque meltdown can rest assured--Target says it has teams working "around the clock" to make sure they're ready for the masses. Phew!

In more fabulous news, The Associated Press reports that Target will also test out mini-Apple shops in 25 of its stores. Sadly no other details have been revealed.

Check out the video below for all the amazing details about "The Shops" and the first group of boutiques. We can't wait!

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