Target Goes Next-Gen

New store format emphasizes convenience

The prototype includes a more modern and open storefront with outdoor seating, a dedicated order pickup counter, and a wine and beer shop.

In its most ambitious store redesign to date, Target Corp. will debut its next-generation format in October, in a 124,000-sq.-ft. store in Richmond, Texas. The new prototype is designed for flexibility and convenience, and will offer open sight lines and elevated product presentations. It also comes with a variety of timesaving features, physical as well as digital.

In addition, 40 additional Target stores will receive elements of the redesign when they are updated, also in October. And there is more to come.

“The new design for this Houston store will provide the vision for the 500 reimagined stores planned for 2018 and 2019, with the goal of taking a customized approach to creating an enhanced shopping experience,” said Brian Cornell, chairman and CEO of Target, which will spend billions of dollars over the next three years to revamp and reposition its stores.


In a bid to making entering and exiting more convenient, the Houston store will have two separate entrances: one for shoppers who are time-pressed and only looking to buy a few items or pick up an online order, and another for people who want to leisurely shop.

The entrance for folks in a hurry will offer fast access to grocery, a wine and beer shop, self-checkout lanes and a dedicated order pickup counter, all within steps of each other. Reserved parking spaces will be located outside this entrance, allowing Target associates to deliver online orders to customers in their cars.

In another timesaving move, Target store associates will be equipped with new technology — available in all stores this fall — to search inventory, take payment from a mobile point-of-sale system and arrange delivery, all from the sales floor.

Other features of the new design include:

  • Modernized design elements, with glazed, large glass windows at the storefront, stenciled concrete floors, and unique lighting throughout;
  • An upgraded grocery department, with wood grain fixtures and increased fresh produce and grab-and-go options and meal solutions;
  • Elevated, cross-merchandise product presentations that encourage browsing and are designed to amplify Target’s exclusive assortments across apparel and accessories, home, jewelry and beauty; and
  • Curved, more circular center aisles that feature merchandise displays to engage shoppers “with compelling products in unexpected places,” according to Target.

In addition to its redesign initiative, Target plans to open more than 100 small-format stores during the next three years, primarily in dense urban neighborhoods and college campuses.

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