It’s a first for Target: The red-themed retailer recently unveiled its first “next-gen” store in Richmond, Texas, near Houston.
“With our next generation of store design, we’re investing to take the Target shopping experience to the next level by offering more elevated product presentations and a number of time-saving features,” Target’s chairman and CEO Brian Cornell said earlier this year. “The new design for this Houston store will provide the vision for the 500 reimagined stores planned for 2018 and 2019, with the goal of taking a customized approach to creating an enhanced shopping experience.”
One of the differences shoppers may notice between the new Target design and other locations is how the “next-gen” store is two concepts within one.
According to Target spokespersons, for the convenience of the on-the-go-shopper, one side of the store comes with grocery items and pick-up for those who prefer to order online.
The other side of the Target store is similar to a virtual department store, according to Target representatives. Shoppers can find items from Chip and Joanna Gaines’ new “Hearth & Hand” collection in that section of the store.
“We wanted to tailor the experience to what shoppers are looking for,” store manager Shannon Wolford said, according to the Houston Chronicle.
The in-store Starbucks is even next-gen, complete with patio seating.