New Target store in SoHo New York showcases fashion

In one of New York City’s most fashion-forward neighborhoods, Target is unveiling its latest effort to keep up with trends and lead the way on style.

The Minneapolis-based retailer, which is in the middle of a turnaround effort and on the cusp of a CEO change, gave a makeover to its big-box store in SoHo at 600 Broadway.

The one-of-a-kind concept store, which opens Tuesday, will have rotating merchandise, curated displays chosen by celebrities and influencers and other kinds of special programming, Chief Guest Experience Officer Cara Sylvester said.

The SoHo store is part of a broader push by incoming CEO Michael Fiddelke to win back Target’s reputation for style and sharp merchandise. When he was named Target’s next leader in August, he said that would be one of his top three priorities, along with improving the customer experience and rolling out technology to make Target faster and more efficient. He will start the role in February, succeeding longtime CEO Brian Cornell.

Target is trying to get back to growth after roughly four years of stagnant annual sales due to self-inflicted challenges and a more difficult economic backdrop. Store foot traffic and sales have fallen as shoppers have responded to sloppier stores, out-of-stock and locked-up items and the company’s decision to roll back key diversity, equity and inclusion programs. Consumers across the country have also become more selective about buying discretionary merchandise, which has long been Target’s sweet spot, as they pay more for necessities like groceries, electricity and housing.

At an event previewing the store on Monday night, Fiddelke described the SoHo location as “a punctuation point” for Target’s sense of style and its plans for the future.

In an interview with CNBC, Sylvester said the store’s merchandise has completely changed. The location, which opened about seven years ago, drew many shoppers and had strong sales, but sold mostly items found in drug and convenience stores, she said. It didn’t carry any of Target’s clothing or home decor, which felt both out of step with the neighborhood and like a missed opportunity for Target, she said.

“We said, ‘This is the style and fashion capital. We have to be able to showcase the best,'” she said, recalling the inspiration for the project.

From start to finish, the store’s redesign took four months as the company raced to get the project done ahead of the holidays, Sylvester said. It has redone the store’s first floor and plans to redesign the basement floor in the coming year, she added.

The SoHo store is reopening at a time when holiday shoppers and tourists flock to the major shopping district for holiday gifts and party outfits — and as Target chases sales across the country during the critical shopping season. It is one of 42 stores that the retailer has in New York City and nearly 2,000 that is has in the U.S.

“The world looks at New York to see what’s new and what’s next,” Sylvester said in remarks at the launch event. “And we want them to look at Target when they see what’s new and what’s next.”

When customers step inside of the Target’s SoHo store, they will enter a long, red hallway that resembles the inside of Target’s Bullseye logo. The area of the store is called “The Drop,” and Target will display merchandise there chosen around themes that feel relevant for the time of year, Sylvester said.

Like most of the store, the rotating area will swap out about every four-to-six weeks, she added.

As the store opens, “The Drop” is themed around the holidays — including outfits and items that a shopper may need for going out, lounging at home or giving a gift to a party host. The store displays range across categories, mixing in clothing, home decor, beauty items and more. For example, “The Drop” currently includes a table of products that a shopper might want if they’re hosting a night at home with friends, such as card games, an espresso martini mix and eye-catching glassware for the cocktails.

Sylvester said the company’s merchants are already working on the next two themes for “The Drop,” which will be focused on wellness in January, the season of New Year’s resolutions, and Valentine’s Day in February.

Customers can step inside of Target’s “Broadway Beauty Bar,” which is designed for selfies and social media posts. It will have a rotating assortment of Target’s beauty merchandise, including fragrance brands like Fine’ry that are exclusive to Target, and trendy mini versions of face washes, lip glosses and more from national brands.

At launch, Target is featuring items chosen by celebrity makeup artist Katie Jane Hughes.

Along with the “Beauty Bar,” the store sells items typically found at the big-box retailer, including large shampoos, body washes and cotton balls.

Near the beauty area, shoppers can also press a button and snap a black-and-white selfie.

Though the store’s layout is new, it shares a similarity with some of Target’s other New York City locations — some items are locked behind glasses cases that an employee needs to unlock.

In the back of the store’s first floor, Target will have a rotating “Curated By” display of items from across the retailer’s beauty, fashion and home categories, picked by celebrities and other creators known for their sense of style. Shoppers can browse and buy that person’s favorites or scan a QR code to see a list of them.

Target’s first “Curated By” features favorites from Megan Stalter, an actress and comedian who is in HBO’s “Hacks.” Some of her picks include a throw pillow, a pair of hot pink slippers, metallic water bottles and Universal’s “Wicked: For Good” movie-themed clothing items.

Also at the store, shoppers can find Target’s “Gifting Gondola,” which features merchandise exclusive to Target.

Currently, the display includes holiday-themed plush penguins, bears and other products from Target’s toy brand, Gigglescape. It also includes some giftable items themed around the retailer’s Bull Terrier, Bullseye, including special edition Haribo gummy candies and a Bullseye Pez dispenser.

Over time, Sylvester said Target may introduce some items that are unique to the SoHo store and can only be bought there.