The Webster Joins The Shops At Target

The Webster is a favourite shopping destination for many of Miami's style set.

Now the boutique's high-end beach vibe is set to go nationwide, thanks to a new partnership with Target.

Part of a new series of collaborations called 'The Shops at Target', The Webster will join a number of other independent boutiques that are otherwise only accessible to those local to them.

San Francisco's The Candy Store, Aspen's Cos Bar, Boston's Polka Dog Bakery, and Warren, Connecticut's Privet House, will also be given the mass-market treatment when the new concept launches on May 6.

 

Luckily for Target shoppers, they won't need to pay the usually high prices commanded by The Webster. Instead of designer stock from Lanvin and Proenza Schouler, the boutique has designed a cut-price collection, with items costing from $7.99 to $49.99, that its founders believe reflects its aesthetic.

The Webster boutique in Miami is to share its aesthetic with 1,800 Target stores

Created with the beach in mind, sundresses and cover-ups form the main part of the collection, with punchy corals, minty greens and a signature flamingo print making up the palette.

Accessories include wide-brim sunhats, towering platform espadrilles and roomy totes completing the 211-piece line for men and women.

Describing her inspiration, co-founder and CEO Laure Heriard Dubreuil told the Huffington Post: 'The Webster is very warm and welcoming - beachy and chic, yet luxurious.

'It has a sense of good energy and, much like Target, anyone can come and spend the day! 

'The Webster's physical environment, including the banana leaf wallpaper and the art deco floor patterns, is reflected in the pieces of the collection.'

Her favourite piece, she revealed, was a design that paid tribute to her own mother's style.

'For women, I love the color-block cardigan inspired by [one] my mom wore when I was little,' she revealed.

'I also love the wedges - they were inspired by and remind me of a 1960s bombshell, but also speak to the Miami vibe and Art Deco look of The Webster.'

By paying special attention to quality during the year-long design process,  Heriard Dubreuil says she hopes the partnership will have a positive impact on her business.

'I wanted to make sure each piece was something I would buy or have in my personal wardrobe,' she added.

The Shops at Target marks an end to the retail giant's highly successful string of fashion collaborations.

Brian Robinson, director of fashion and design partnerships at Target, said the move will create a much-needed buzz in the current retail climate.

'With The Shops at Target, we're building on that sense of discovery by offering our guests a chance to experience one-of-a-kind specialty stores and boutiques through collections that have been specifically tailored to their wants and needs,' he said in a press release earlier this year.

It is hoped that by partnering with the boutique brands, Target will attract a fresh wave of customers.

Around 400 items from the first five brands will be sold both at Target stores and online over six weeks, after which they'll be replaced with new shops later in the year.