Target keeps thinking 'smaller is better'

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Target keeps thinking 'smaller is better'

By Gina Acosta - 04/04/2018
The retailer says it will open three new small-format stores in New York City, each in a different borough.

Target is accelerating its "smaller is better" strategy by opening more small-format stores and launching a subscription-less beauty box program online and in-store. 

The retailer says it will open three new small-format stores in New York City, each in a different borough. Locations are planned for the Upper East Side, Staten Island and Astoria. Each store will be designed to specifically meet the needs of the community it’s in, Mark Schindele, a senior vice president at Target, said.

“As we continue to expand our footprint with small-format stores throughout New York, we strive to provide a convenient, one-stop shopping experience customized for locals, commuters and visitors in each unique neighborhood,” Schindele said. “All three of these new stores will offer the best of Target in that borough, yet curate the assortment to meet the needs and preferences of the nearby community.”

Target’s Staten Island store, which will be the borough’s first small-format Target, will include a CVS Pharmacy and Starbucks. It’s planned to open in 2019 in the Elm Park section of Staten Island.

The Upper East Side store will feature a broader beauty assortment and convenient food options near the intersection of E. 70th Street and 3rd Avenue. It will be Target’s seventh location in Manhattan, joining existing stores in Harlem, Tribeca and Herald Square. Target also plans to open Lower East Side and East Village stores in late 2018, and a Hell’s Kitchen location in 2019.

The retailer, which expects to have 130 of the urban stores operating by the end of next year, has also announced plans for a small-format location in Chicago's Logan Square neighborhood.

In addition to smaller stores, Target is also launching subscription-less $7 "Beauty Boxes." Available at and in stores, guests can choose from six themed boxes, each of which caters to a specific beauty category. Each box includes a variety of full- and trial-size products.

Retailers such as Target and others are evolving to keep up with consumer demands by thinking "small" in a variety of ways, including smaller stores, smaller brands and smaller assortments. The trend has been attributed to demographic shifts, e-commerce and new consumer demands.

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