First look: Target’s new Express format

Target opened its experimental Express format on July 23 in a community near downtown Minneapolis designed to give the retailer an early indication of expansion potential for the 20,000-sq.-ft. concept.



The store is the smallest Target has ever opened and is located in an area known as Dinkytown near the campus of the University of Minnesota. Four additional locations are already planned for next year including three in the San Francisco area and one in St. Paul.



The Minneapolis Express location features a highly edited assortment of merchandise that includes categories such as fresh produce, food and consumables, pharmacy, home, electronics and beauty.



From a design standpoint, the store is pure Target with bright lighting, plenty of red and signing similar to what shoppers are accustomed to seeing in the retailer’s larger stores.