News

Footwear retailer expands nail salon strategy across five locations

April 3, 2019

North American footwear designer and retailer DSW is expanding its partnership with W Nail Bar to develop nail salons to five retail locations in Texas, Washington, D.C. and Ohio.

The nail bar expansion is part of the retailer's nail services test which initially was launched in DWS stores in Columbus, Ohio and reflects the retailer's "next step in the company's test, pilot and roll strategy," according to a press release.

"We've been encouraged by the reaction we've received to our nail bar test at our two warehouses in Columbus, and we're excited to expand to two more markets to gather additional learnings," said Bill Jordan, president of DSW, in the release. "The nail bar services engage customers and create loyalty by inspiring self-expression. They also create repeat visits to the DSW brand, where an exciting footwear assortment awaits." 

DSW and W Nail Bar began partnering in 2017, and prior to the expansion, the partnership developed two W Nail Bar locations in DSWs — one at the company's "lab" at the Polaris Fashion Place shopping center and one at Easton Town Center, both in Columbus, Ohio.

Nail bar customers will be able to get manicure and pedicure services, as well as waxing services and beer and wine offerings, depending on the location.

"The W in our name stands for 'we' and we mean it. We are building a community with our customers, and we are proud to partner with DSW as we build that community together," said Manda Mason, founder of W Nail Bar, in the release. "Teaming up with DSW has been so natural for us, and for our customers, as it enhances their overall salon service — who doesn't love to get their nails done and shop for a new pair of shoes on the way out?"