Dive Brief:
- Target announced Thursday that the newly renovated lower level of its concept store in New York City’s SoHo neighborhood includes a New York-inspired food market.
- Target said the store’s food and beverage space turns “the most familiar staples of the grocery run into moments of discovery.”
- The renovation, which the retailer completed roughly a year after it opened the store, includes the introduction of other immersive destinations, such as a home decor area and a dedicated spot for wellness products.
Dive Insight:
When Target debuted the store, which sits on the city’s iconic Broadway thoroughfare, the retailer said the concept would marry everyday shopping with “play, discovery and style.”
That experiential format initially focused on giving shoppers an innovative experience in the fashion, beauty and gifting categories. Now, the remodeled lower level extends that objective to other departments.
The store’s food and beverage section has red accents and white-and-gray checkered flooring. The layout accentuates perimeter categories and swaps conventional dry goods aisles with freestanding display cases of varying heights and shapes. In the announcement, Target said that it aimed for this space to resemble “a modern city market.”
Along with this section, the lower level also includes a snack bar, a seasonal shopping bar, a Balance Mart for wellness items like Korean beauty products, a Bullseye Loft home destination area and an Explorers' Lab featuring toys and entertainment products.
In the announcement, Target Chief Brand Officer Michelle Mesenburg said the store’s renovation brings the “joy of discovery to every corner of the store, turning everyday essentials into moments of inspiration and giving guests something new to love with every Target run.”
In 2027, Target plans to add SoHo-exclusive products, collectibles and experiences.
Grocery sales have helped bolster the retailer’s financial strength. In its second quarter, the retailer saw a 7.2% year-over-year increase in food and beverage sales, which boosted its net and identical-store sales.
Target has 109 stores across New York — over 40 of which are in the Big Apple — as part of its store fleet of more than 2,000 U.S. locations.
