Target’s Bold SoHo Store Redefines ‘Tar-zhay’ Under New CEO
Target has opened a new concept store in SoHo, New York, as part of a push to revive its upscale 'Tar-zhay' reputation. The location marks the retailer’s first major step under incoming CEO Michael Fiddelke, who aims to blend affordability with trendy appeal. The store’s fresh design and curated selections could signal wider changes across its 2,000 US locations.
The SoHo store breaks from Target’s usual layout by placing stylish apparel at the entrance, alongside a rotating monthly theme. A ‘Curated By’ section features products handpicked by a New York City celebrity, with actress Megan Stalter selecting items for December 2022. The entrance also highlights the brand’s iconic bullseye logo, framed by red shelves stocked with new merchandise.
Target’s chief guest experience officer, Cara Sylvester, explained that the store reflects the new CEO’s top priorities: better products and an improved shopping experience. While the company admits not all SoHo changes will roll out nationwide, the location will serve as a testing ground for future updates.
The move comes as Target faces ongoing challenges since 2022, including falling sales, a consumer boycott, and rising competition in fashion and home goods. Retail analyst Oliver Chen believes the concept store could help the chain reclaim its ‘Tar-zhay’ image by introducing fresh brands and a more curated feel.
The SoHo store’s design and product focus offer a glimpse into Target’s potential direction under new leadership. Lessons from this location may shape updates at other stores, though no universal changes have been confirmed. The retailer hopes the experiment will strengthen its position as both affordable and stylish.
