[Update as of Dec. 9, 2025] Target has officially opened the Target SoHo store at 600 Broadway in NYC, a design-forward location with a dynamic, continuously evolving assortment including trend-worthy apparel and beauty, curated home finds and seasonal drops.
“Style and design are part of Target’s DNA, and there’s no better place for us to showcase what’s next for our brand than in one of the style capitals of the world,” said Cara Sylvester, EVP and Chief Guest Experience Officer at Target in a statement. “With Target SoHo, we’re bringing together the best of Target and the best of New York — elevated products, immersive storytelling and an experience that invites guests to explore, express and get inspired.”
Key features of the Target SoHo store include:
- Curated By: A seasonal edit led by the Target team in partnership with NYC tastemakers, beginning with actress and comedian Megan Stalter;
- The Drop @ Target SoHo: Located on the first floor, this rotating showcase of seasonal styles is designed to fuel discovery and spark inspiration, with new collections dropping monthly;
- Broadway Beauty Bar: A rotating curation of Target’s best beauty picks selected by top beauty talent, beginning with celebrity makeup artist Katie Jane Hughes;
- Gifting Gondola: A photo-ready installation designed for discovery and inspiration that showcases exclusive Target-branded merchandise; and
- ● Selfie Checkout: A shareworthy photo moment for the final stop in the shopper journey.
The transformation of the store is ongoing; through 2026 and beyond, the retailer plans to evolve it into a fully immersive Target experience, with new experiential zones, seasonal activations and café and event programming.
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Target Seeks to Boost Style Cred with Design-Focused SoHo Store Revamp
Original story from Sept. 24, 2025 begins-
In a bid to polish its image as a style destination, Target has embarked on a rolling upgrade to its store in NYC’s fashionable SoHo neighborhood. Visitors to the store, at the corner of Houston Street and Broadway, will see its assortment shift from convenience items to apparel, beauty, limited-time collaborations and unique-to-New-York surprise elements as the redesign progresses.
Last month longtime Target CEO Brian Cornell announced his planned departure in February 2026, when he will be replaced in the top position by current COO Michael Fiddelke. Already, Fiddelke is seeking to bring style and design to the forefront of Target’s strategy once more via bold steps in style and design.
Target spotlighted its refreshed emphasis on design with its return to New York Fashion Week earlier this month, including a Target Style Tailgate event on The High Line inspired by the retailer’s “Forever Fall” campaign. The retailer also has relaunched the @TargetStyle Instagram channel, featuring street-style snapshots, curated trend edits and stylist tips for personalizing a look.
In March 2025 Target executives laid out plans to drive more than $15 billion in sales growth by 2030, including opening approximately 20 new stores this year, part of the retailer’s plan to add more than 300 stores over 10 years.
