DSW Plans To Add Nail Salon Services In 250 Stores

In the first expansion of what could eventually become a significant part of its business, DSW is bringing in-store nail salon services to five additional locations in Austin, Texas; Washington D.C.; and Dublin, Ohio. The footwear retailer partnered with W Nail Bar to begin testing the concept in 2017, in two locations in its headquarters city of Columbus, Ohio.

The company plans to eventually house salons in half of its 500+ shoe stores, some of which already offer shoe and handbag repair services, CEO Roger Rawlins told Bloomberg in an interview. With these changes, DSW is following the route of retailers such as Best Buy, IKEA, Sephora and Ulta Beauty, which strive to both improve and differentiate the in-store experience through expert services.

As in-store services and experiences become more important engagement drivers, DSW sees the salons as a new opportunity to bring more of its desired clientele —…