DSW adding more in-store nail salons

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DSW adding more in-store nail salons

By Marianne Wilson - 02/27/2019
DSW Inc. is expanding its pilot with W Nail Bar.

The footwear giant said it will add nail salons to five additional stores, in Austin, Texas, Washington, D.C., and Dublin, Ohio. DSW has been testing the service since 2017 at two of its stores in Columbus, Ohio, with one at Polaris Fashion Place and the other at Easton Town Center.

"We've been encouraged by the reaction we've received to our nail bar test at our two warehouses [stores] in Columbus, and we're excited to expand to two more markets to gather additional learnings," said Bill Jordan, president of DSW. "The nail bar services engage customers and create loyalty by inspiring self-expression. They also create repeat visits to the DSW brand, where an exciting footwear assortment awaits."

The in-store nail bars feature manicure and pedicure services, as well as waxing services and beer and wine offerings, depending on the location. Customers who use the services, which start at $29, can earning points towards DSW's VIP Rewards program for every service and product purchased.

"The W in our name stands for 'we' and we mean it,” said Manda Mason, founder of W Nail Bar. "We are building a community with our customers, and we are proud to partner with DSW as we build that community together. Teaming up with DSW has been so natural for us, and for our customers – who doesn't love to get their nails done and shop for a new pair of shoes on the way out?"