Target will open 15 stores in 2015 using multiple formats that appeal to urban shoppers. The retailer will open eight TargetExpress locations, one CityTarget and six general merchandise stores in different cities across the U.S.
TargetExpress is the retailer’s smallest store format at approximately 20,000 square feet per location. These stores will open in Chicago, San Francisco, San Diego, St. Paul, Minn. and Washington, D.C.
Target currently operates one TargetExpress location in Minneapolis, which opened in July 2014. Since the opening, Target has made multiple changes to the location. For example, the assortment has expanded to include baking supplies, belts, sunglasses, jewelry and select apparel items.
Beyond 2015, Target is exploring the opportunity to bring TargetExpress to additional major markets across the country, including the greater Philadelphia area, Los Angeles, the greater Washington, D.C. area, Chicago and the San Francisco Bay area.
CityTarget debuted in 2012, touting an edited assortment of the retailer's best-selling merchandise and smaller pack sizes so urban shoppers can easily carry their purchases home. CityTarget stores typically are smaller than traditional Target stores, ranging from 80,000 to 160,000 square feet in size. There are currently eight CityTarget stores, including three in Los Angeles, two in San Francisco, one in Seattle, one in Portland, Ore. and one in Chicago. Over the next two years, Target will open its first CityTarget store in Boston, followed by a location in Brooklyn, N.Y. in the City Point development.
Experimental General Merchandise Stores
Target also is testing new layouts and merchandise assortments with general merchandise stores. For example, the Fort Worth, Tex., store will feature Target’s home product assortment in a lifestyle setting, so consumers can easily imagine how products may look in their own homes. Additionally, the new Oahu-Kailua, Hawaii store will offer merchandise from approximately 30 local vendors to provide relevant merchandise to guests.
“Our store growth looks different today than it did five years ago, driven by guests’ expectations for ease and personalization in their shopping experience,” said Tina Tyler, EVP and Chief Stores Officer at Target. “Smaller formats like TargetExpress and CityTarget offer customized assortments and services to meet the needs of guests who are increasingly moving into urban centers. 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.”