American retailer Neiman Marcus is expanding its Cusp brand. The Dallas-based store announced yesterday that it will rebrand the contemporary departments of its 42 brick-and-mortar stores as Cusp shop-in-shops.

The retailer launched the young, contemporary Cusp brand six years ago with two freestanding Cusp stores. It has added four more since, along with the Cusp online shop,

"Integrating our freestanding specialty store concept, Cusp, into our full-line stores and e-commerce site, allows us to bring fresh energy and excitement to our contemporary business, and continue the progression of our omnichannel transformation," said Jim Gold, president of specialty retail. “Our goal is to give our contemporary customer a fun, unique, modern and unexpected shopping experience." 

The new Cusp shop-in-shops will be designed to look like boutiques and carry such brands as DVF, Rag & Bone, Vince, Theory and Alexander Wang, among others.