DSW, one of North America's largest retailers of footwear and accessories, is now competing in the beauty space -- and the company is expanding its nail bar services to additional markets.

The company 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 in Columbus, Ohio.

The expansion is the next step in the company's test, pilot and roll strategy, DSW states. 

Bill Jordan, president of DSW, says, "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.

Services start at $29, and include the W's signature copper bowl pedicure. Salon visitors earn points toward DSW's VIP Rewards program.

Manda Mason, founder of W Nail Bar, says, "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?"

Photo above: DSW's new experience, the W Nail Bar Concept, at its Polaris "lab" location at the Polaris Fashion Place shopping center in Columbus, Ohio.