Target Opens Fashion-Forward Concept Store in Manhattan's SoHo
Target has transformed its SoHo location into an immersive, 26,000-square-foot concept store that puts style and design front and center.
The two-level Manhattan store has been reimagined as a "one-of-a-kind concept store where everyday shopping meets play, discovery and style," featuring curated collections from influencers and celebrities, seasonal merchandise drops, and a constantly changing product lineup to keep up with the latest trends.
The opening marks a major shift for Target under incoming CEO Michael Fiddelke, who takes over from longtime chief Brian Cornell in February. Fiddelke has made it clear he wants to recapture what he calls Target's "design-led merchandising authority."
"We are a design-led company. And that starts with our authority and merchandising," Fiddelke told analysts during a November earnings call. "Our ability to build a unique assortment of the right, stylish, on-trend products at incredible value — that's so central to who we are and key to our differentiation and future growth."
The store went from concept to completion in just four months, showcasing what Target describes as its ability to "move at the speed of culture."
The "Curated By" section partners with NYC tastemakers to showcase their favorite Target finds. Actress and comedian Megan Stalter kicks off the first collection. "The Drop" offers rotating merchandise displays - currently featuring holiday-themed items like hostess gifts and lounging outfits.
The Broadway Beauty Bar is a standout feature. This "beauty playground" lets customers try trending products and create content in the "Viral Vanity" studio. Celebrity makeup artist Katie Jane Hughes has handpicked the launch collection of beauty must-haves.
"Style and design are part of Target's DNA, and there's no better place for us to showcase what's next for our brand than in one of the style capitals of the world," said Cara Sylvester, Target's chief guest experience officer. "This store is a bold reflection of our commitment to style, and it's just one part of our larger investment in Target's design-driven future that grows our roots even deeper in New York City."
The concept will continue evolving through 2026 with plans for new experiential zones, a café, and event programming. It's part of Target's turnaround strategy following recent sales declines and a $5 billion capital investment through 2026.