Target Going Smaller More Often With New Stores

More TargetExpress and CityTargets will open in 2015 than traditional big box stores.

With an eye toward reaching urban customers, Target Corporation plans to open several new, smaller- and mid-size stores this year than typical big box stores.
The Minneapolis-based retailer said Monday that it will open eight TargetExpress locations, one CityTarget and six general merchandise locations this year.
“Our store growth looks different today than it did five years ago, driven by guests’ expectations for ease and personalization in their shopping experience,” Chief Stores Officer Tina Tyler said in a statement.
First opened in the Dinkytown area of Minneapolis in July 2014, TargetExpress is the retailer’s smallest format at roughly 20,000 square feet. Target previously announced plans for such stores in St. Paul, San Francisco and San Diego. On Monday, Target said it would also open two TargetExpress stores in Washington, D.C. and another in Chicago. Additional TargetExpress stores could be in the works for Philadelphia and Los Angeles.

The latest CityTarget—a mid-size format slightly smaller than a typical Target at 80,000 to 160,000 square feet—will open near the Fenway ballpark in Boston and another is due in 2016 in Brooklyn, N.Y. Target already runs eight CityTarget stores: three in Los Angeles, two in San Francisco, and one each in Seattle, Portland, Oregon, and Chicago.
The six general merchandise stores Target plans to open include two in Hawaii, and one each in Westwood, Massachusetts, Lake Bluff, Illinois, and San Diego. Target said all three formats will see testing and innovation.
The Star Tribune reports that smaller store formats are of particular interest to Target CEO Brian Cornell, who took the helm in May 2014. Cornell made news last month when he announced the closure of Target’s 133 stores in Canada and subsequent plans to lay off its 17,600 employees—some of which work in the Twin Cities.
Target has about 1,800 U.S. stores. Last November, it also announced the closure of 11 stores, including one in Austin, Minnesota. Despite a spirited campaign, that store closed on Saturday.

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