Target opened its newest and probably its most-stylish “concept store” in New York City on Tuesday where fashion, beauty and home decor come first.
The “Target Soho” store is a remodeled Target store located in NYC’s fashionable Soho neighborhood in which the intent is to plunge shoppers into an immersive style and trend-first shopping experience as they first walk through a red tunnel-like entryway showcasing the latest curated fashion and home accessories.
A separate section of the store features Target’s beauty bar where shoppers can try products and find items curated by celebrities and influencers.
Target TGT 0.00%↑ plans to drop new collections every month in the store across its fashion, beauty and home offerings to draw in trend hunters as the retailer tries to win its Tar-Jay mojo back.
Its fans over the years gave the retailer the playful French-sounding nickname in appreciation of it regularly surprising customers with “cheap chic,” or affordable yet stylish clothing and accessories. More recently, Target’s fandom has slumped.
Under incoming new CEO Michael Fiddelke, the company is trying to get its sparkle back after a sustained period of slumping sales because of unappealing merchandise, shopper frustration with locked-up items, product shortages and consumer backlash over changes to its DEI initiatives.
Target said its Soho store’s transformation is ongoing into 2026 and will include more experiential zones and a café.
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