The second largest discount retailer in the United States is expanding its new concept store.
Earlier this year Target announced a plan for expansion, which included opening 15 new stores.
One of the new stores falls into the company’s latest venture, “CityTarget,” which was created to bring the Target experience to urban customers.
Target opened its first CityTarget store in 2012, and the concept has since expanded, with eight stores in Los Angeles, San Francisco, Seattle, Portland and Chicago.
“CityTarget stores are typically smaller than traditional Target stores, ranging in size from 80,000-160,000 square feet, and are some of its highest traffic locations in the company,” a press release reads.
As for in-store difference between CityTargets and traditional Targets? CityTargets modify product packaging and size to fit the needs of the urban customer.
“Smaller pack sizes and a curated assortment mean these guests can easily carry home a smaller package of paper towels or shop for an apartment-scale bistro set, rather than a larger, six-piece patio set designed for suburban dwellers,” the release reads.
The newest CityTarget in Boston near Fenway Park, which is slated to open at the end of July, will actually be bigger than the average Target store.
It will cover 160,000 square feet, according to The Boston Globe.
The proximity to Fenway appealed to Target and played a large role in the development and structuring of the store.
“The opportunity to be in such a prominent location near Fenway and near a T stop was really appealing to us. Now, many of our urban guests have to travel a long distance outside the city to reach a Target,” Kamau Witherspoon, Target’s senior director of store operations, told The Boston Globe.
Other Fenway-inspired influences include decor, incorporation of stadium seats, and Red Sox merchandise, according to the Globe.
The new store has already hired 250 associates and plans to potentially grow that number to 350 later this summer, the Globe reports.
Eden Shulman, a Globe Correspondent, previewed the Boston CityTarget in an early opening. Check out his pictures here.
Following the opening of the Boston-based CityTarget, the next location will open in Brooklyn, N.Y. in 2016.
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