DSW Easton Getting a New Look & Nail Salon

Susan Post Susan Post DSW Easton Getting a New Look & Nail SalonW Nail Bar at DSW Polaris. Photo by Susan Post.
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Construction will soon give way to a new look for DSW Easton, 3710 Easton Market. The Columbus-based retailer is giving another store a makeover similar to its Polaris “Lab Store” location.

The shoe retailer is once again teaming up with Columbus nail salon the W Nail Bar for an in-store experience. It’s the fourth salon for sisters and Co-Owners Lauren Hunter and Manda Mason, with stand-alone locations in Short North and German Village, and a salon inside DSW Polaris. Nail Bar fans can expect a similar experience to the other area salons with $39 gel manicures and $49 pedicures.

Shoppers will also have more shoes to choose from. DSW is transitioning to a more warehouse-inspired aesthetic, swapping waist-high browsing for more vertical fixtures that mean more capacity and more variety. There will also be a shop-in-a-shop greeting shoe fiends at the front of the store, highlighting key brands in a dedicated environment.

DSW Easton will round out its offerings with Sole Lounge, a concierge area for easy pickups, returns, and shoe/handbag repair services, and a Fit Step Pro, providing custom performance insoles.

DSW spoke with The Metropreneur last December about the new vision for its stores, discussing the need to reinvent the brick-and-mortar with the changing tides of retail. The brand is also bringing innovative retail concepts to stores outside of Columbus, starting with its new location on the Las Vegas Strip. An immersive video-covered passageway greets shoppers, who can then make selections from a one-of-a-kind “Shoevator.” Customers use an app or tablet to select a shoe which makes its way down to the sales floor – an experience DSW CEO Roger Rawlins describes as “a giant shoe vending machine.”

DSW Easton customers can expect the changes to be completed in September.

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W Nail Bar at DSW Polaris. Photo by Susan Post.

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