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11/09/2022

Target stores get a makeover

Target's new store layout, built and tested using virtual reality, is bigger than its previous stores.
Sandra Levy
Senior Editor
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Target is debuting a reimagined store design and layout.

“Our new store layout is bigger than our previous stores, and that extra space and optimized layout ensures our team can offer the very best of Target to our guests, whether they’re shopping online or in our stores,” said John Conlin, senior vice president, properties at Target. “Guests are turning to us for more things now than they ever did before — more joy, more inspiration, more fulfillment options — and this new store design enables us to even more easily and efficiently deliver for our guests all those things and more, now and into the future.”

Target shared that it is committed to meeting its guests wherever they are, and that it will continue to open stores of all sizes in the years ahead. "And to support our future growth, this next chapter in our new-stores strategy will focus on giving our guests more of what they love about Target and providing our team with more space to serve our guests in the joy-filled way that only they can," Target said.

To help bring the latest evolution of Target’s store design to life, the retailer built and tested the concept using virtual reality.

[Read more: Target set to open additional Apple shop-in-shops]

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"For the first time, Target’s store design team created a fully virtual, life-size representation of the reimagined store, allowing them to analyze and redesign features in real time while virtually “walking” the store to ensure the enhancements would work for guests and team members," the retailer said.

“Our team has always been on the cutting-edge of design technology, and leveraging virtual reality for the first time allowed us to iterate on our store design in a faster way than ever before,” said Sarah Amundsen, senior director of store design at Target. “We were not only able to keep evolving our design during the pandemic when physical store visits weren’t an option, but the technology allowed us to foresee issues before we got to the execution phase, so we were able to ensure we were bringing to life the absolute best experience for our guests and team.”

[Read more: Target showcases new store designs]

The optimized store size and updated store design can now be experienced at its new store outside Houston in Katy, Texas. Starting next year, more than half of Target's expected 200 full store remodels, and almost all its approximately 30 new stores will feature elements of this new design. Beginning in 2024, all of its remodels and new stores will feature the majority of these reimagined store design elements, Target said.

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