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Target to Open 15 Stores

Target is betting on small spaces.

The Minneapolis-based retailer this week announced its 2016 and 2017 openings and most of them are smaller, flexible-format stores in urban areas, like Philadelphia, New York City, Los Angeles and Chicago.

Ranging in size from 16,000 square feet to 45,000 square feet, the new outposts are a far cry from Target’s traditional big-box locations. In fact, the retailer has only announced one such opening: a 122,000-square-foot store in Allentown, Pennsylvania, slated for July 2016.

The smaller stores will sell fresh groceries, apparel and city-friendly home goods. Select locations, meanwhile, will offer pharmacy, order pick-up and Target Mobile, the retailer’s own mobile wallet that’s still under development and designed to compete with the likes of Apple Pay.

News of the openings comes four months after Target decided to rebrand its TargetExpress and CityTarget stores (of varying size and assortment which it started testing in urban areas three years ago) and stick with the better-known name.

“The strategy is to have stores within the neighborhoods and provide what the residents need—be it grab-and-go, groceries, lunch items or apparel and home items that are expected from Target,” spokeswoman Kristy Welker told Philly.com. “Guests in urban areas tend to travel great distances to get to a Target. We are bringing the store to them and meeting them where they are.”