Target Launches Small-Scale Stores To Appeal To Urbanites

The discount retailer is testing a new boutique format called TargetExpress.

Discount retailer Target is opening a smaller store format called TargetExpress, which will be about 15 percent of the size of a typical Target store.

The first TargetExpress store, opening in July at a 20,000-square-foot space near the University of Minnesota campus in Minneapolis, will sell grocery and pharmacy items, health and beauty essentials, grab-and-go food products and basic clothing, home decor, accessories, and portable electronics. Since the store will be near the university, it will also feature a small “Fan Central” area selling items specific to University of Minnesota.

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Property Development executive vice president John Griffith said,

This is an exciting opportunity to test and learn as we continue exploring new ways to meet our guests’ needs and exceed their expectations. Our focus is on ensuring the Target shopping experience is available when, where and how guests want it.

The smaller store format is geared towards students and urban dwellers who tend to go on quick shopping trips. To make their shopping experience more convenient, the TargetExpress store will be designed to cater to high-traffic and smaller basket size shoppers.

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Source: The NY Times, A Bullseye View

Image: Target

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