The Minneapolis-based retailer opened its third storefront in New York on Thursday, Oct. 19, at 112 W. 34th Street in the Herald Square area. The 43,000-square-foot space -- bigger than its small-format stores but smaller than traditional super centers -- contains full apparel and beauty sections, as well as departments in grocery, electronic, and home goods.
Target anticipates high foot traffic from both locals and tourists, CEO Brian Cornell told reporters Thursday ahead of the opening. Target will be competing with Kmart, owned by Sears Holding Corp. (SHLD) , just one block away in One Penn Plaza. But the bulls eye retailer isn't concerned. "Once guests come here, they'll see the difference," said one store manager.
Apparel will be a huge draw for customers, as the new store contains clothing sections on both floors. As part of its effort in developing private brands -- eight of which will be available later this year -- Target built out specific factions of the store for its different labels. For instance, Harry's, the mail-order shaving kit company with which Target has a partnership, gets its own "lounge" by the escalator.
Previous iterations of the small-store format didn't contain apparel, according to a company spokeswoman. But after receiving multiple requests from customers, Target updated its offerings. Beauty also gets an exceptional footprint in the Herald Square store, with the affordable brand NYX, owned by L'Oréal S.A., as the MVP line.
Other notable nooks include tourist offerings on the first floor, not one but two umbrella stands for rainy days in New York, and a store pickup desk by the checkout section. Ahead of the store opening Thursday, Cornell said that small-format stores and remodeling are big components of the company's $7 billion reinvestment plan. By the end of 2019, it plans to operate at least 130 small-format stores across the country.
In New York, another two stores are underway: Target plans to open a store in the East Village in summer 2018, and another one in Hell's Kitchen in 2019.
In the meantime, see below for more pics of the Herald Square location.
More of What's Trending on TheStreet: