DSW Unveils New Store Concept

DSW is testing out a new store format that brings renewed attention to top brands.
Jessie Dowd
Editorial Director
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The concept, with a new look and layout under the moniker “Warehouse Reimagined,” debuted at the company’s latest store opening in Houston. The store features in-store shops for popular brands such as Adidas, Brooks, Birkenstocks, Crocs, Vince Camuto and Crown Vintage. DSW’s typical store format features a mix of shoes based within the same category, not by brand. DSW has stated its goal to double sales of its owned brands and maintain sales of its national brands. 

The new store format comes as consumers are venturing back into stores following two years of COVID-19 restrictions and a surge in online shopping.

DSW is not the only retailer to experiment with new store concepts as consumers demand elevated retail experiences in stores. Target is also updating the design of its stores through remodels, while Champs Sports recently announced a new store format with a larger footprint and features for athletes. In-store shops have also gained popularity over the past few years.

The Warehouse Reimagined store will feature an open-sell format where customers can grab their own sizes, CNBC reported. Shoppers can also utilize self-checkout options and scan QR codes to find more information about products. 

While many other retailers are launching larger store formats with experiential retail features, DSW’s new location is smaller, at 15,000 square feet, compared to its typical 25,000-square-foot retail store. Despite the smaller footprint, the retailer aims to sell the same amount of inventory.