Target opens Lilly Pulitzer pop-up in Bryant Park

Target (NYSE:TGT) recently opened a pop-up for its Lilly Pulitzer collection in Bryant Park. The park was covered with pink beach umbrellas, beach chairs and Lilly Pulitzer patterns to mark the occasion.

The Palm Beach feel is imminent, with a large pink and white beach house acting as a juice bar at the pop-up, reported Women's Wear Daily. An outdoor lounge with hammocks and more beach chairs is reportedly situated at the far end of the park, and the opening featured free manicures and artists painting lily patterns on canvases.

The official retail pop-up opened in the Bryant Park Grill, and the entire 250-piece Lilly Pulitzer collection is being sold for the Target collection. The same collection will go on sale at Target stores and on Sunday.

When Target launched a pop-up shop in Manhattan four years ago for its Missoni collection, the retailer's website crashed and the shop had to close early because inventory sold out.

Target has been rapidly releasing new collections and renewed designer partnerships in the past few months. For example, last month the retailer launched the Target Collective, a curated design-focused collection for men, and renewed a contract with Halle Berry to launch Scandale Paris' new collection, "Dream."

Target has wasted no time in 2015, jumping right into making in-store changes and following up on proposed initiatives as it tries to reclaim its previous profitability.

For more:
-See this Women's Wear Daily article (subscription)

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