DSW launches holiday shop-in-shop in Canada

DSW Designer Shoe Warehouse is launching a new shopping concept in Canada right on time for the holiday season.

Taking form of a shop-in-shop boutique dubbed “What's the Occasion?”, the concept boutique will become a new hub for year-round special-event shopping.

The concept officially launched this month in the Greater Toronto Area at the DSW Heartland and Vaughan Mills locations, as well as online nationally.

"We're thrilled to introduce What's the Occasion? just in time for the holidays," said Mary Turner, COO of Town Shoes Limited, in a news statement. "It's an incredible opportunity to meet our customers' growing needs for affordable special occasion wear, while connecting with them for their special life moments."

The shop-in-shop boutique will cater to all celebrations and social functions like prom, semi-formals, weddings, bridal showers, holiday parties and more, with a variety of special occasion shoes and accessories.

In store and online, merchandise is categorized in six different sections - To the Wedding, Theme Party, Holiday Party, To the Work Party, Men’s Dress and Necessary Extras – featuring style appropriate special occasion shoes including evening flats and high-heeled specialty sandals from brands like Marc Fisher, Jewel by Badgley, Jessica Simpson, and Nicole Miller, to name a few.

The new shopping concept is an effort by DSW to differentiate its Canadian operations, after announcing in August that it would exit the Canadian Town Shoes banner, which operates 38 locations in Canada, mostly by the end of the fiscal year.

DSW acquired a 44 percent stake in Town Shoes in the spring of 2014 and fully acquired it earlier this year in May.

DSW continues to operate in Canada through its other retail banners including Shoe Company, Shoe Warehouse and DSW Designer Shoe Warehouse.

It currently operates 27 DSW Designer Shoe Warehouse locations across Canada, as well as its online business.

DSW launches holiday shop-in-shop in Canada

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