Sep 23, 2025 - Business

Exclusive: Target's style comeback to start with NYC redesign

Kelly Tyko

Rendering of a Target store display facing a window. The rendering shows a round, red display that two shoppers are walking two. — Target is transforming its SoHo store starting this fall. Photo: Courtesy of Target

Target is hoping to recapture its inner "Tarjay" — and it's starting with a splashy store redesign in the heart of New York City, the retailer shared exclusively with Axios.

Why it matters: Reimagining the SoHo store is one of the first steps in incoming CEO Michael Fiddelke's strategy to reassert Target's style authority — after years of declining sales and criticism that the brand had lost its cultural cool.

Zoom in: Target's SoHo store — located at the corner of Houston and Broadway — will undergo a rolling transformation beginning in fall, the company said.

The small-format store, which is 26,000 square feet and opened in 2022, currently focuses on convenience items like snacks and toiletries.
It will become a style-first concept spotlighting apparel, beauty, curated collaborations and visual storytelling, Cara Sylvester, Target's chief guest experience officer, told Axios.

What they're saying: She said the current store "does not represent the style and design point of view that is Target" — and that the redesign aims to flip that perception.

"It should be a window into the best of Target through a really modern style and design lens," she said.

What's next: Fiddelke, currently Target's chief operating officer, succeeds longtime CEO Brian Cornell as CEO in February.

The SoHo refresh kicks off this fall, with more design elements rolling out through 2026.
Sylvester expects the design concept store will shape other stores in the future.

More from Axios:

Editor's note: This story has been updated with more timeline details from Target.

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Exclusive: Target's style comeback to start with NYC redesign

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