Keeping Things Simple: Rebranding our CityTarget and TargetExpress Stores

August 4, 2015 - Article reads in
CityTarget Virginia

At Target, one of our strengths is the flexibility in our store design. Over the years, we’ve explored many different formats that help us tailor our stores to fit their neighborhoods. In the last three years, we introduced flexible formats called CityTarget and TargetExpress in 14 locations across the country. These stores vary in size and assortment, and allow us to create a more locally-relevant experience for guests in urban areas.

But 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. Add to that our broad assortment at and quick-and-easy flexible fulfillment options like Store Pickup, and guests always have the full Target experience at their fingertips.

What better way to stand behind that promise than with our own Bullseye? So beginning this fall, we’ll begin the process of renaming all of our CityTarget and TargetExpress stores “Target.” We’ll rebrand those stores, both the new and existing, with our Bullseye logo. You’ll see the changes start to happen in October.

In case you’re wondering, here are a few more important things to know.

Does this mean Target’s strategy around flexible formats is changing?

Not a chance. We’re committed as ever to our urban growth strategy, developing stores specially designed for densely populated areas. And we’ll keep integrating our digital channels, services like Store Pickup, and other innovations into the experience so guests always have all of Target at their fingertips.

Are you still going to open more full-size Target stores?

Of course—whenever it makes sense. Whenever we’re thinking about bringing Target to a new area, our teams look at a variety of factors to determine if a store, and what type of store, is the right fit.

When will the next batch of Target stores open?

We’ve got six new stores coming in October 2015. Four of them—in San Francisco, San Diego, Chicago and Rosslyn, Va.—will be smaller, flexible format stores. The other two, in San Diego Del Sur, and Fort Worth, Texas, will be traditional-size stores. But rest assured, they will all be Target.

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