Target Tests Shop-in-Shop Concept with Doll Brand

Montreal-based Maison Joseph Battat Ltd. recently kicked off its new store concept in 19 Target stores across the U.S. A new shop-in-shop concept for its 18" doll product line, Our Generation, was recently launched in the following participating Target locations: Acworth, Algonquin, Birmingham, Broadview, Champlin, Cordova, Huntsville South, Huntsville West, Lakeville, Miramar, Mount Laurel, Mundelein, Naperville, Ocean Township, Plainfield, Royal Palm Beach, Sanford, South Elgin, and Viera.
 
According to Battat, the deployment of this new concept is the result of a close collaboration between Target and Battat; the partnership with Target allowed it to create a unique shopping experience in a unique retail space within the mass market.
 
Special activity workshops are also being held at the test locations—the next one will be on December 10.
 
Battat reports that the launch of this new retail concept has greatly heightened the interest towards the Our Generation brand, it is now looking forward to having a broader deployment of these shop-in-shops in 2017.