Target is trying to bring back the magic. More specifically, it wants to resurrect the “Tarjay” era — that mid-2000s sweet spot when the chain was known not just for value but for style, design, and a hint of playful chic. That’s the version of Target that made it into Saturday Night Live sketches and fashion blogs: a discount store that didn’t feel like one.
But that version of Target has been slipping. And now, the retailer is launching a bold, image-forward store redesign that aims to put fashion, beauty, and cultural cachet back at the heart of its identity — just as its financials, leadership, and reputation face some of the biggest challenges in its modern history.
The first glimpse of this new vision is unfolding at the 26,000-square-foot SoHo Target in Manhattan. Opened in 2022, the store is now undergoing a multi-year transformation that began this fall and will continue through 2026. The SoHo location — surrounded by designer boutiques, influencers, and streetwear culture — is no coincidence. This is Target’s statement store. And it’s saying: “We’re not just a place to buy paper towels anymore.”
Chief Guest Experience Officer Cara Sylvester summed it up this way: “The current store does not represent the style and design point of view that is Target.” In other words, Target forgot who it was — and now it’s trying to remember.
That means shifting the spotlight from groceries and bulk cleaning supplies to lifestyle products and fashion-forward partnerships. The new SoHo layout will showcase collabs with brands like Champion and influencer-driven lines like KBB by Kahlana. Warby Parker pop-ups are also on the horizon, a clear bid to woo younger, city-dwelling consumers who might otherwise shop online or go straight to direct-to-consumer brands.
But aesthetics are only one piece of Target’s larger puzzle.
Behind the redesign is a company in retreat. Sales have fallen for six straight quarters. Profits plunged. In the April–June period alone, Target lost $227 million in revenue. Longtime CEO Brian Cornell is stepping down in February, with current COO Michael Fiddelke set to replace him. But even that transition is facing criticism. Retail consultant Steve Dennis told Daily Mail, “Replacing Brian Cornell is long overdue… I doubt an insider can provide the rethink they need.”
Meanwhile, Target’s reputation has taken a hit on another front: pricing.
The retailer has quietly raised prices across key categories, from apparel to household staples — and employees have noticed. Back in May, staff began flagging sudden price hikes and shared side-by-side photos of old and new tags showing sharp increases. In some cases, they were instructed to remove original tags before sending clothes to stores, a move some staffers viewed as preemptive damage control in anticipation of tariff-related hikes.
