Retail / news
Target Opens Reimagined Soho Store as a Test Bed for Discovery-Driven Retail
Target has completed a redesign of its Soho location in New York, turning the two-floor space into a curation- and design-led store meant to reposition the retailer around discovery. The Minneapolis-based company says it will borrow ideas from the format for its wider store network.
The completed store spans two floors and mixes apparel, beauty and wellness, home decor, food and beverage, and toys and collectibles. Target announced the finish on Thursday, describing the space as a one-of-a-kind, design- and curation-led format.
The assortment leans on buzzy names: Kourtney Kardashian's Lemme gummy vitamins, the latest Nyx lip oil, leggings and Jake Shane's non-vitamin vegan gummies are all stocked under one roof.
Gigi Guerra, Target's vice president of marketing and creative curation, framed the project as an experiment. "This is a chance for us to test and play," she said, adding that the company can take elements of the store and apply them to broader change across the business.
Target took over the cast-iron Soho building, previously a Hollister & Co. location, in 2022. Work to refocus the store on curation and event programming began in November 2025 and was finished nearly a year later.
The retailer is betting the design-forward format can sharpen its appeal as it contends with heightened competition and continuing calls for boycotts.