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Target to rebrand its newer format stores

BY Marianne Wilson

Minneapolis — Target wants to keep things simple.

The retailer, which has been moving to simplify its operations, is now taking a similar approach to its store identity. Starting in October, Target will begin the process of rebranding all of its CityTarget and TargetExpress stores as “Target.”

Target made the announcement on its Bullseye View blog, where it wrote that “big or small, our stores have one thing in common: They’re all Target. Guests can walk into a Target store of any shape or size and find great merchandise, helpful team members, clean, bright aisles and incredible value.”

But just because Target is retiring the CityTarget and TargetExpress nameplates does not mean the retailer is walking away from its strategy of flexible formats (which basically translates into smaller footprints) to target urban areas. In the post, Target said it remain committed to developing stores specially designed for densely populated areas as well as its full-size stores. The company noted it will open six stores in October 2015. Four of the locations will be smaller, flexible format stores (in San Francisco, San Diego, Chicago and Rosslyn, Virginia). The other two, in San Diego Del Sur, and Fort Worth, Texas, will be traditional-size stores.

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