Target Rebranding Smaller Store Formats

Target said it is unifying its store brand identity by putting all of its CityTarget and TargetExpress formats back to its “bullseye” namesake brand.

Over the last three years, Target introduced flexible formats called CityTarget and TargetExpress in 14 locations across the country. These stores vary in size and assortment, creating more locally-relevant experiences for consumers in urban areas, noted the company.

“Big or small, our stores have one thing in common: They’re all Target. Guests can walk into a Target store of any shape or size and find great merchandise, helpful team members, clean, bright aisles and incredible value. Add to that our broad assortment at Target.com and quick-and-easy flexible fulfillment options like store pickup, and guests always have the full Target experience at their fingertips,” said the retailer on its website blog, A Bullseye View.

Beginning this October, Target said it will begin the process of renaming all CityTarget and TargetExpress stores “Target,” rebranding those stores, both the new and existing, with its bullseye logo.

However, Target noted that its urban growth strategy around its flexible formats will not change as it develops stores designed for densely populated areas, integrating digital channels, services like store pickup and other programs.

Target also said that it will open six new stores in October 2015. Four of them— in San Francisco, San Diego, Chicago and Rosslyn, VA—will be smaller, flexible format stores. The other two, in San Diego Del Sur, and Fort Worth, TX, will be traditional-size stores.