Target has been touting plans of completely reimagined stores for months—ones where you can browse by inspired displays featuring exclusive brands and seasonal vignettes, grab fresh produce, and shop for beauty products like you’re in a department store, all while sipping wine. Well, the wait is over. Last week, the superstore celebrated the opening of its first ground-up concept store in Richmond, TX, and 110 stores have been remodeled to fit the new aesthetic.
The goal of the “next generation of store design” is to make shopping a more exciting and inspiring experience for customers. “The enhancements inside combine the best of our digital and technology upgrades, elevated merchandise presentations and fulfillment services to make shopping fast, efficient and fun,” the company said in a statement. New features include interesting lighting treatments and displays, multiple entrances, curbside pickup, local products, and nursing rooms (currently in 40 stores).
“We know our guests come to Target on a variety of missions and this design takes that into account right from the front door, with separate entrances for those seeking inspiration and those who simply want ease,” said Mark Schindele, senior vice president of Target Properties. “As we remodel stores now and in the future it’s about mass customization, being locally-relevant and doing it at scale across the country, listening to and learning from our guests’ feedback along the way.”
Executives hope this will inspire shoppers to interact more with the store, as well as with the staff. Shannon Wolford, a store team leader in Richmond, TX, said her favorite part is watching the shoppers take it all in. From the displays to the interactivity, there is so much to explore. Check out some photos of the redesign below.