Target Advances Urban Store Strategy With Chicago Location

Target is refining an urban small-store format it has tested extensively in New York for an opening in the former Carson Pirie Scott building on South State Street and Madison Street East in Chicago.
The company announced that its new small-store locations will be dubbed CityTarget, with the Chicago store launch suggesting that the unit would act as a prototype for scaled-down urban locations going forward.
A decade ago, Target opened among the first urban-oriented discount stores in a mall that had been carved into a landmark Macy’s location, the retailer’s iconic round department store located in Queens, N.Y. Macy’s had shifted its department store operation into a new mall facility also in the Queens community of Rego Park. The two-story Rego Park Target opened with reduced assortments of some housewares such as furniture but more complete selections of others, such as tabletop. Target typically reconfigures the merchandising presentation in its urban stores, weighing their reduced size and community needs. For example, a Brooklyn urban store it opened a few years after the Rego Park location debuted offered an extended café operation with a view down the major thoroughfare of Flatbush Avenue. It was installed to attract shoppers from among the students at nearby Brooklyn College.
The initial CityTarget is located within the confines of The Loop, Chicago’s downtown and business district. The building that houses it now is known as the Sullivan Center and is a United States Historic Landmark. Target has 10 stores elsewhere in Chicago.
Walmart has targeted Chicago for development of its own small-store format, and Meijer has introduced is first downsized location in the metropolitan area, a store that has a reduced assortment of general merchandise and, so, a greater emphasis on food and consumables compared with its typical supercenters.