Target to rebrand smaller-format stores

Target (NYSE:TGT) has been busy rolling out smaller-format stores in the last few years under the names CityTarget and TargetExpress. In order to eliminate any confusion, the big-box retailer is rebranding all stores to just carry the Target name.

CityTarget stores are traditionally located in dense urban areas and are smaller than other Targets, Star Tribune reported. For example, a CityTarget opened in Boston last month next to Fenway Park and measures about 160,000 sq. ft., a tad bit larger than most urban Targets that are 135,000 sq. ft.

"It's about a simplified experience for our guests," Erika Winkels, a Target spokesperson, told Star Tribune. "It also helps guests understand that you're not only limited to what's in the four walls of that store."

Small-format stores are outfitted with several iPads so that shoppers can buy items online for in-store pickup or delivery. The first TargetExpress opened in Dinkeytown, Minnesota, about one year ago.

"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," according to Target's A Bullseye View blog.

Currently, the company has 14 Express and City stores, which will be rebranded with the bullseye logo in October. At the outset of 2015, the company announced it would open more small-format stores than big-box stores. Target is planning to open the doors of four smaller-format stores and two full-size stores in October.

Urban growth has been a big focus for the retailer since CEO Brian Cornell took the helm.

For more:
-See this Star Tribune article
-See this A Bullseye View blog post

Related stories:
Target to open 9 small-format stores
Target opens connected home showroom
Target expands TargetExpress
First TargetExpress opens in Minnesota
Target testing tiny urban outlet