Target to open small shops within its stores

Apple mini-stores will get trial runs in 25 locations

Target confirmed Thursday that it plans to test Apple mini-stores at 25 of its retail locations this year.

Apple already has centers within Best Buy stores, but an expansion to Target makes the computer brand accessible to shoppers who aren’t necessarily looking for electronics.

Target currently sells some Apple products, like ipads and ipods, but it does not sell Macintosh computers.

The announcement confirmed rumors reported by Appleinsider and other technology blogs late last week.

The Apple details came after Target said it would open in May small boutiques within its stores called The Shops at Target. The shops would will initially feature small, local stores like Polka Dog Bakery from Boston and Miami’s The Webster, which sells clothing and accessories. Items created by the stores exclusively for Target will be sold for six weeks in stores and online.

Stores-within-a-store, with dedicated floor space and signs and shelves designed by a brand, have been a popular strategy for a while. Department stores have long had small boutiques for designers like Ralph Lauren or Chanel. J.C. Penney, a Target competitor, has made its stores-within-a-store — for Sephora, Call It Spring, MNG by Mango and other brands — a centerpiece of its strategy.

Target said it would continue with its wellknown designer collaborations, where fashion designers make a low-priced line for Target. When the Missoni for Target line was introduced in September, the Target website crashed under the huge demand and it took months for some consumers to get their orders. The next designer collaboration, to be sold in February, is with Jason Wu.