The retailer’s strategic store growth is concentrated on reaching consumers in urban settings with its TargetExpress and CityTarget formats, while also providing new experiences, merchandise and layouts in its general stores.
Target said the openings of TargetExpress include one in Washington, D.C. and one in Chicago. The retailer previously announced openings of roughly 20,000 square-foot TargetExpress stores in San Francisco, San Diego and St. Paul, Minn.
The company opened its first TargetExpress last year in the its hometown of Minneapolis. The stores provide a quick-trip shopping experience that is distinctly Target. The varying size and locations of these stores allow Target to create a unique store experience with a curated merchandise assortment localized for each community.
Target will open its first East Coast CityTarget in Boston near the famous Fenway ballpark. This format was initially introduced in 2012 to bring the Target experience to urban shoppers who have “an affinity for great design and value,” according to the company. A location in Brooklyn is also set to open in the City Point development in 2016.
The general merchandise store in Fort Worth, Texas will feature Target’s home product assortment in a lifestyle setting in order to draw customers in and allow them to visualize how the products would look in their own home. The new Oahu-Kailua store in Hawaii will offer merchandise from roughly 30 local vendors to offer relevant merchandise for the customers.
“Our store growth looks different today than it did five years ago, driven by guests’ expectations for ease and personalization in their shopping experience. Smaller formats like TargetExpress and CityTarget offer customized assortments and services to meet the needs of guests who are increasingly moving into urban centers,” Target’s executive vice president and chief stores officer Tina Tyler, said. “In our general merchandise stores, we’re embracing a test and learn philosophy, innovating with layouts and experiences and bringing digital and bricks and mortar together like never before.”