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Target Plans to Rebrand City and Express Stores Under One Umbrella

Target Plans to Rebrand City and Express Stores Under One Umbrella

MINNEAPOLIS, MN - Target has decided to envelop the more condensed format stores it began rolling out in 2013, rebranding the smaller banners under the Target name.

Photo Source: Skyscraper City

The Star Tribune reported that the corporation’s CityTarget and TargetExpress banners, 14 total in numerous cities in the U.S., will be dropping their respective titles for the sake of clarity.

Erika Winkels, Public Relations Manager for Target“It’s about a simplified experience for our guests,” Erika Winkels, Public Relations Manager for Target, said, according to the report. “It also helps guests understand that you’re not only limited to what’s in the four walls of that store.”

The company itself made the announcement in a blog entitled “Keeping Things Simple,” where it promises that the return to its traditional banner does not mean it will forgo its different formats.

“We’re committed as ever to our urban growth strategy, developing stores specially designed for densely populated areas,” Target announced in its post, along with the promise of more stores before the year is out.

The company has six store openings slated for October - four smaller format stores and two traditional - in the following locations:

  • San Francisco, CA (smaller format)
  • San Diego, CA (smaller format)
  • Chicago, IL (smaller format)
  • Rosslyn, VA (smaller format)
  • San Diego Del Sur, CA (traditional format)
  • Fort Worth, TX (traditional format)

As for the rebranding, which will be replacing the “City” and “Express” on with its traditional bullseye, that is scheduled to be underway in October as well.