DSW has teamed up with Columbus-based The W Nail Bar for its first ever in-store salon at its Polaris location, 1200 Polaris Pkwy.
It’s the second location for the nail bar originally opened in Short North by sisters Manda Mason and Lauren Hunter in 2015. The sisters say the new 2,000 square foot Polaris location will feel familiar to customers of its original digs, with the same house-made products, signature copper foot bowls and sanitation practices.
The W Nail Bar at DSW offers $39 gel manicures and $49 pedicures, as well as a quick fix bar where customers can stop in for 20-minute polish change or chip fix. Shoppers will also earn DSW rewards points on their services to use towards shoes.
The Polaris store will serve as a test run. If all goes well, DSW looks to add The W Nail Bar concept to more stores in 2018.
A nail salon is not the only thing that’s unique to the Polaris location. Serving as DSW’s “Lab Store,” customers will notice a re-imagined layout. Waist-high browsing is traded for sky high shoes, adding more inventory. Cross-merchandizing introduces accessories where it make sense – hose next to heels, footies next to flats. Industrial touches on fixtures invoke the ‘warehouse’ that’s a part of the brand’s name.
A rotating selection of brands will occupy a pop-up at the front of the store where it can concentrate its offerings. Kids shoes have also moved up front for more prominent placement.
In addition to nails, shoppers will find two other services available through the store. Fit Step Pro provides custom-made insoles and DSW has partnered with Texas-based My Shoe Hospital to offer 22 repair services, fixing up shoes to handbags.
For more information on The W Nail Bar, visit thewnailbar.com.
