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In the past decade, the entire experience of shopping has changed immensely. From purchasing goods behind a computer screen to receiving clothing in two days instead of five, the consumer industry is evolving.
As the industry grows, corporations have to do so as well, and since 2017, DSW has been altering its business model to reflect the trends of the future by turning shopping into what it once was: an experience.
In addition to changing its official name to Designer Brands, Inc. in March, the international shoe warehouse plans on enhancing its loyalty program and expanding services, including its partnership with W Nail Bar, a nail salon originated by two sisters in Columbus, Ohio.
Before summer’s end, DSW stores in Springfield and Fair Lakes Shopping Center will have new nail bars on site.
The idea for the salon came to fruition when Manda Mason and Lauren Hunter, two sisters who had experience with a family-owned business, realized their local neighborhood was missing nail salons. Four years later, they now own nail bars in four different locations.
“We never intended on creating our own products or selling products, but what we came to find out was that most scrubs and lotions used at salons just aren’t good,” says co-owner Lauren Hunter. “We created our own and people just loved it. So, now we have a warehouse in Columbus where everything is manufactured.”
The business has grown quickly and steadily, which has a lot to do with the partnership with DSW that started in 2017 by chance when Erin Kelley, DSW VP of Innovation and Initiatives, received a gift card for Mother’s Day to the local salon.
“We didn’t even know she was there until we got a call a few days later asking about a potential partnership,” says Hunter. “It’s been working so well because we have similar values that both our companies operate under.”
Full-service manicures at W Nail Bar start at $30 and pedicures start at $49. While official features of the two soon-to-be-open NoVA sites haven’t been announced, some of the business’ locations offer waxing services and wine.
Further information on the exact opening date will be updated upon release.
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