Target to open 15 stores in 2015, including eight smaller-former TargetExpress locations
Minneapolis — Target Corp. is opening 15 stores this year, with an emphasis on its smaller-sized TargetExpress format as it looks to further reach guests in urban centers. The discounter will open eight TargetExpress locations, one CityTarget and six general merchandise stores.
Target stated that its strategic store growth is focused on reaching guests in urban centers with new formats like TargetExpress and CityTarget, while also offering new experiences, merchandising layouts and innovations in its general merchandise stores.
“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. 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,” stated Tina Tyler, executive VP and chief stores officer, Target.
In addition to previously announced TargetExpress openings in San Francisco, San Diego and St. Paul, Minnesota, Target plans to open two TargetExpress stores in the greater Washington, D.C., area and one in Chicago. The retailer’s newest and smallest format at approximately 20,000 sq. ft., TargetExpress provides a quick-trip shopping experience that offers a unique store experience and curated merchandise assortment localized for each community.
Target said it will continue to test TargetExpress stores to learn more about operating small format locations and further enhance and customize the guest experience. Target currently operates one TargetExpress location in Minneapolis, which opened in July 2014 and has already made adjustments based on guest feedback and operational insights.
For example, the assortment was expanded to include baking supplies, belts, sunglasses, jewelry and select apparel items, including C9 items. Beyond 2015, Target is exploring a number of opportunities to bring TargetExpress to select 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.
In 2015, Target will open its first East Coast CityTarget store in Boston, near the Fenway Park baseball stadium, followed by a location in Brooklyn, New York, that will open in 2016 in the City Point development.
CityTarget debuted in 2012 to bring the Target experience to urban shoppers. It offers an edited assortment of the chain's best-selling merchandise with urban dwellers in mind. CityTarget stores are typically smaller than traditional Target stores, ranging in size from 80,000 sq. ft. to 160,000 sq. ft., and are some of its highest traffic locations in the company. There are currently eight CityTarget stores, including three in Los Angeles, two in San Francisco, one in Seattle, one in Portland and one in Chicago.
General merchandise
Target said it will continue to innovate with its general merchandise stores, testing new layouts and merchandise assortments to provide guests with a shopping experience that brings convenient, easy, personalized options. For example, the Fort Worth, Texas, store will feature Target’s home product assortment in a lifestyle setting so guests can imagine how products might look in their own homes. In addition, the new Oahu-Kailua, Hawaii, store will offer merchandise from approximately thirty local vendors to provide relevant merchandise for guests.