Key facts
- The SoHo store is located at Broadway and East Houston Street.
- The store shares a block with retailers like Prada and Arc'teryx.
- Nearly 70,000 people cross the corner daily.
Target has completed a significant renovation of its SoHo concept store, aiming to elevate its brand presence in a prime shopping district. The retailer's chief brand officer, Michelle Messenberg, described the previous iteration as a "glorified convenience store" and stated the goal was to "put our best foot forward when it came to our brand."
The newly remodeled store, located at the corner of Broadway and East Houston Street, now features apparel-forward displays that also incorporate select beauty and home merchandise. Matthew Arrington, Target's director of curation, explained that the store is "focused on apparel, but you'll see us mix in the best of beauty, the best of home, and so we're really completing the picture for a guest."
A dedicated section for seasonal merchandise will be reset monthly, offering a "different lens" through which customers can view products, according to Messenberg. The store's beauty section, which previously influenced Target's partnership with Ulta, has been further enhanced, allowing for collaborations with beauty founders and creators.