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TARGET’S CALYPSO CLIQUE: Calypso’s Lafayette Street location was converted into a pop-up shop for Calypso St. Barth for Target, which will be available in all stores stores and target.com on May 1 through June 11. Unlike some previous pop ups that were open to the public, the one-day Calypso shop was strictly for the press. The multicategory offering includes apparel, accessories, swimwear and lingerie for women, clothing for girls and babies, and home items such as decorative pillows, poufs, dinnerware and glassware. Metal candleholders are priced $7.99 to $29.99. The entire Calypso St. Barth for Target range is $1.99 to $79.99.
“When you look at the brand, it’s about color and a luxury lifestyle,” said Stacia Andersen, senior vice president of merchandising, home at Target. “Our guests can aspire and relate to that.” Eighty members of the media were invited, including representatives of national broadcast, online, print, long lead and bloggers. Each editor received a $50 Target gift card to shop the collection. It seemed that most — Target declined to comment — had baskets totaling more than $50 and had to fork over a credit card.
The Calypso St. Barth Target’s collaboration is Target’s first cross-category partnership since its Liberty of London one in March 2010.
— Sharon Edelson