Apple is partnering with Target to open mini-shops within select stores of the retail giant. According to the big-box chain, 25 stores will be home to these Apple outlets. If the venture is successful, the number could grow.
Target has long sold Apple iOS devices which includes iPods and iPads, but hasn’t offered Apple’s line of computers. It’s a keen way to give consumers who may not have had access to learn about or test-drive Apple computers the chance to do so, especially in smaller markets that can’t support a stand-alone store.
Similarly, Best Buy has hosted mini Apple stores inside its chain since 2007. After debuting with a small number of host stores, the partnership has expanded to include Apple shops inside about 700 locations, according to AllThingsD.
The move is part of Target’s larger strategy to bring in exclusive product lines via partnerships, such as the clothing and housewares designers who already offer merchandise there. Additionally, The Shops at Target will be an online storefront for short-term offerings by smaller, independent specialty boutiques.