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DSW Bets Nail Salons in Shoe Stores Will Lure Millennial Women

  • Nail services to be offered in five more stores this year
  • About a quarter of the time, salon patrons buy shoes, CEO says
W Nail Bar in DSW shoe store in Columbus, Ohio.
W Nail Bar in DSW shoe store in Columbus, Ohio.Source: DSW Inc.

Nothing like a fresh pedicure to show off a new pair of sandals. At least, that’s what DSW Inc. is banking on as it tries to accelerate shoe sales by adding nail services inside more of its stores.

The retailer said Wednesday it’s adding nail salons to five shoe stores this year in Washington, Austin, Texas; and Dublin, Ohio. DSW began testing the concept in 2017 in two locations in its headquarters city of Columbus, Ohio.