MINNEAPOLIS — Target Corp. has completed the transformation of its SoHo store in New York City, unveiling a redesigned lower level that extends the location’s emphasis on style and discovery to everyday shopping categories.
The new space features shoppable living areas, an interactive toy destination and a food market inspired by New York neighborhoods. The opening comes nearly a year after Target introduced the reimagined SoHo location, which serves as both a shopping destination and a testing ground for retail concepts.
Target said apparel and accessories has emerged as the store’s highest-performing category. The retailer is now applying a similar approach of curated assortments and immersive displays to home, wellness, toys, and food and beverage.
“Our guests want more than just a place to shop — they want to feel inspired, discover something new and find great style, design and value in the products they shop for every day,” said Michelle Mesenburg, Target’s chief brand officer.
“With Target SoHo's transformation complete, we're bringing that joy of discovery to every corner of the store, turning everyday essentials into moments of inspiration and giving guests something new to love with every Target run.”
The lower level includes Bullseye Loft, a home destination featuring products from Target’s Threshold brand arranged in shoppable living spaces. Balance Mart houses an expanded men’s grooming assortment, trending wellness brands and Korean beauty products.
Explorers’ Lab brings toys and entertainment into an interactive setting inspired by imagination, storytelling and New York culture. The Snack Bar draws on city streetscapes, organizing grab-and-go products from emerging brands, including Wilde and Cadootz, into neighborhood-inspired stops.
A Seasonal Shopping Bar will feature changing assortments, including sweet and savory products from Target’s Favorite Day brand. The broader food and beverage area has been redesigned to resemble a modern city market.
The additions expand a store concept that uses monthly assortment updates and exclusive experiences tied to cultural trends to encourage repeat visits. Target said nearly two-thirds of consumers aware of the SoHo location reported that it makes the retailer feel more stylish. The announcement did not provide sales figures or details about the consumer research.
Target plans to introduce SoHo-only products, collectibles and experiences in 2027, further distinguishing the location’s assortment.
The store is part of Target’s broader presence in New York, where the retailer operates 109 stores and employs more than 20,000 people. More than 40 of those stores are in New York City. Target opened its first store in the state in 1998.
