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MINNEAPOLIS — Target Corp. announced on Wednesday that the company will rebrand its CityTarget and TargetExpress stores and drop the "city" and "express" parts of the names in an effort to reduce confusion among shoppers.
Target Corp. announced on Wednesday that the company will rebrand its CityTarget and TargetExpress stores and drop the "city" and "express" parts of the names in an effort to reduce confusion among shoppers.
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The change, which will begin taking place in October, will coincide with the opening of more smaller-format Target stores, the company said.
"At Target, one of our strengths is the flexibility in our store design," the company said in a statement. "Over the years, we’ve explored many different formats that help us tailor our stores to fit their neighborhoods. In the past three years, we introduced flexible formats called CityTarget and TargetExpress in 14 locations across the country. These stores vary in size and assortment, and allow us to create a more locally relevant experience for our guests in urban areas.
"But 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."
Target executives have said they see smaller-format stores located in urban areas as a key driver of growth and a strategy that’s in tune with changing demographic and retail trends. Meanwhile, the officials have slowed the pace of expansion of Target’s big-box stores in suburban areas.
