Is Meijer Aiming To Be The Next Target?

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• [Photos: Courtesy of Meijer]

Meijer, the Midwest superstore best known for groceries, is becoming more fashion-focused. The chain has new apparel offerings and an in-house "style team" that helped put together a fashion look book. It's also unveiled a a new website called Meijer Style (which, one could argue, is not totally unlike Target Style.)

To spread the word, Meijer has taken out ads in national fashion glossies including Marie Claire, Harper's Bazaar, and Elle, and a new spring look book will launch soon. Take a look at some snaps from from the fashion department, below. And, hey: just as Rome wasn't built in a day, collaborations with Philip Lim don't happen overnight.

· Meijer Style Blog [Official Site]
· Meijer [Official Site]