Consumers have another reason besides low-cost designer collaborations to mob their favorite retailer. Target confirmed 25 of its largest U.S. stores will offer an expanded line of Apple gear later this year. The stores join Best Buy in catering to crowds of Apple fans looking to buy more than iPods at their local retailer.
Target told the New York Times rumors were true; the “Shops at Target” would launch in May, creating microstores dedicated to Apple products. The hope is that the locations will expand the product variety offered to general consumers beyond the current iPod, iPhone and iPad. Best Buy, for instance, now sells Macs and other Apple gear.
Apple is experimenting with more retail ties after withdrawing from such partnerships to concentrate on stand-alone Apple Stores. The idea is that Target and other general retailers will get the Apple brand in front of more consumers. An Apple Store can cost mall developers a great amount and are usually located in large metropolitan areas.
The concept of a store within a store isn’t new. Target, for instance, has offered such an experience for fashion shoppers. Indeed, when the retailer offered Missoni designs, both the physical stores and Target’s website were overwhelmed. Sounds like a perfect dry run for the throng of crowds attracted to the next Apple gadget.