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DSW Announces Expansion of Nail Bar Services to Additional Markets
DSW to Pilot W Nail Bar Salons in Texas, Washington D.C. and Ohio

COLUMBUS, Ohio, Feb. 27, 2019 /PRNewswire/ -- DSW Inc., one of North America's largest designers, producers, and retailers of footwear and accessories, is expanding its partnership with W Nail Bar to add nail salons to five additional retail locations in Austin (Texas), Washington D.C. and Dublin (Ohio). Austin and DC represent new markets for the company's nail services test, which has until now only been implemented in DSW locations—"warehouses" as the company refers to them—in Columbus, Ohio. The expansion is the next step in the company's test, pilot and roll strategy.

DSW tests new experiences at its Polaris "lab" location, such as The W Nail Bar concept

"We've been encouraged by the reaction we've received to our nail bar test at our two warehouses in Columbus, and we're excited to expand to two more markets to gather additional learnings," said Bill Jordan, president of DSW. "The nail bar services engage customers and create loyalty by inspiring self-expression. They also create repeat visits to the DSW brand, where an exciting footwear assortment awaits." 

DSW and W Nail Bar began partnering in 2017 to bring customers a unique shopping experience by offering nail services. Today, the partnership includes two W Nail Bar locations in DSWs– one at the company's "lab" at the Polaris Fashion Place shopping center and one at Easton Town Center, both in Columbus, Ohio.

With the opening of these five additional salons, customers will be able to enjoy manicure and pedicure services, as well as waxing services and beer and wine offerings, depending on the location. Customers who visit a DSW with a W Nail Bar inside are able to indulge in services starting at $29, like manicures or the W's signature copper bowl pedicure, while earning points towards DSW's award-winning VIP Rewards program for every service and product purchased.

"The W in our name stands for 'we' and we mean it. We are building a community with our customers, and we are proud to partner with DSW as we build that community together," said Manda Mason, founder of W Nail Bar. "Teaming up with DSW has been so natural for us, and for our customers, as it enhances their overall salon service – who doesn't love to get their nails done and shop for a new pair of shoes on the way out?"

Like DSW, the W Nail Bar strives to be innovative and create unique customer experiences that inspire self-expression, wellness and brand loyalty. The partnership with W Nail Bar allows DSW to engage more with its customers by keeping the experience innovative and fun, while offering an assortment of additional services.

"DSW's history of innovation has been a hallmark of its success over the years," said Jordan. "We were one of the first open-sell concepts in the U.S., and our incredible assortment has always set us apart. Continuing to innovate in services is one of the ways we're creating emotional connection and loyalty with our customers, helping fortify the brand in an ever-changing retail landscape."

DSW Designer Shoe Warehouse is a leading branded footwear and accessories retailer offering a wide selection of brand name and designer dress, casual and athletic footwear and accessories for women, men and kids. DSW operates more than 500 locations in 44 states and operates a robust ecommerce website at, a mobile site at and via mobile app. Founded in 1991, DSW is a division of Columbus, Ohio-based DSW Inc.

DSW Inc. is one of North America's largest designers, producers and retailers of footwear and accessories. The company operates a portfolio of retail concepts in nearly 1,000 locations under the DSW Designer Shoe Warehouse, Shoe Company, and Shoe Warehouse banners and operates leased locations in the U.S through its Affiliated Business Group. DSW Inc. designs and produces footwear and accessories through Camuto Group, a leading manufacturer selling in more than 5,400 doors worldwide. The Camuto Group owns licensing rights for the Jessica Simpson® footwear business, and footwear and handbag licenses for Lucky Brand® and Max Studio®. In partnership with Authentic Brands Group, DSW Inc. also owns a stake in Vince Camuto®, Louise et Cie®, Sole Society®, CC Corso Como®, Enzo Angiolini® and others. More information can be found at

The W Nail Bar is a full-service nail bar headquartered in Columbus, Ohio, that values cleanliness and customer experience above all else. Offering artistic manicures and pedicures, as well as waxing, tinting and spa services, the company is known for its natural products made in-house. The company's signature copper tubs provide natural, anti-microbial properties that provide customers piece of mind that their nail services are being performed in the cleanest vessel possible. Follow W Nail Bar on Instagram via @thewnailbar and #thewnailbar.


For further information: Press Contacts: Margaret Standing, (614) 872-1029,; Amanda Ensinger, Inspire PR Group for DSW Inc., 419-979-4334,
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