Target is Target to CEO Brian Cornell

Eliminating the multiple nameplates under which Target operates various store types is Chairman and CEO Brian Cornell’s latest move to simplify the retailer’s operations and identity.

The company announced on its Abullseyeview.com website that it planned to change the names of 14 stores currently operating as CityTarget and TargetExpress to simply Target. The change is expected to happen this October when Target also plans to open four smaller format stores and two conventional stores. The company did not elaborate on plans for the several hundred stores it operates under the Super Target banner, which offer a full assortment of groceries and fresh food.

“Big or small, our stores have one thing in common: They’re all Target. Guests can walk into a Target store of any shape or size and find great merchandise, helpful team members, clean, bright aisles and incredible value,” the company posted on Abullseyeview.com. “Add to that our broad assortment at Target.com and quick-and-easy flexible fulfillment options like Store Pickup, and guests always have the full Target experience at their fingertips.”

The change comes as both CityTarget and TargetExpress are in their infancy: The move makes sense since neither concept has established an identity with consumers. However, just because the banners are being unified doesn’t mean the company is abandoning its approach to flexible formats designed to penetrate urban areas.

“We’re committed as ever to our urban growth strategy, developing stores specially designed for densely populated areas. And we’ll keep integrating our digital channels, services like Store Pickup, and other innovations into the experience so guests always have all of Target at their fingertips,” the company said.