Target pursues a single banner approach
And then there was one. Target announced earlier this week that the company will do away with the CityTarget and TargetExpress banners and rebrand those store formats as simply Target.
While the company’s management believes there is strength in operating multiple concepts, there was also a view within Target’s c-suite that the various names could be a source of confusion as the company opened more such stores. The chain currently operates 14 stores under the CityTarget and Express banners, but has made clear it intends to pursue its “urban growth strategy.” The chain plans to open four new smaller stores in Chicago, Rosslyn, VA, San Diego and San Francisco in October along with two traditional-size units.
One name that is not being changed, at least for now, is SuperTarget, according to a Star Tribune report. While Target did not pursue supercenters to the same degree as Walmart, it continues to operate its bigger store format with a full grocery selection.
- Keeping Things Simple: Rebranding our CityTarget and TargetExpress Stores – A Bullseye View
- Target to rebrand CityTarget, Target Express stores as just Target – Minneapolis Star Tribune (tiered sub.)
- Target to rebrand State Street, Streeterville stores as… Target – Chicago Tribune (tiered sub)
What is your reaction to Target getting rid of the CityTarget and TargetExpress banners? Do you think the company is sacrificing shopper appeal through the loss of differentiation in the store names?