For decades, Target has been known for a recognizable look that helps its stores stand out wherever they open.
Since the retailer opened its first store in 1962 in Roseville, Minnesota, its familiar branding has become closely associated with its physical locations across the U.S.
But Target’s newest store is taking a noticeably different approach, looking nearly unrecognizable.
The retailer is opening a location in one of New York’s most recognizable resort communities, adapting the store’s design to fit its surroundings while still offering many of the services and products shoppers expect from Target.
Target is opening a store unlike its typical locations
Target (TGT) is opening a new store in the Hamptons at 2102 Montauk Highway in Bridgehampton, New York. The location differs from most stores in the company’s fleet, particularly in the way its exterior has been designed.
According to Target, the Bridgehampton store’s exterior and interior were developed to align with the town’s design guidelines and reflect the area’s coastal character.
That means shoppers won’t see the retailer’s familiar red exterior at this location.
Instead, the store has a gray exterior with a white Target sign, while its bullseye sign is illuminated from above rather than from inside. The design allows the location to maintain Target’s branding while fitting more closely with the surrounding community.
“We worked closely with the town to ensure the store’s exterior and signage fit naturally within the surrounding community and Bridgehampton Commons,” a Target spokesperson said in an email to Retail Dive.
The approximately 90,000-square-foot store is expected to employ about 140 team members. It will also include a CVS Pharmacy and Starbucks Café, along with Target’s Drive Up and Order Pickup services, and same-day delivery through Target Circle 360.
The Bridgehampton store is scheduled to open on October 11, 2026, and will become Target’s 109th store in New York.
Target has opened other stores with distinctive designs
Although the Bridgehampton location stands out for its muted exterior, Target has previously adapted individual store designs to reflect their surrounding communities.
In some markets, the retailer has incorporated local architectural elements or converted existing buildings rather than using the appearance typical of a Target location.
Some store examples include:
- Silverthorne, Colorado: This store is designed to resemble a mountain lodge, incorporating an exposed log structure, local stone, and metal roofing.
- South Lake Tahoe, California: Target incorporated dark wood, stone accents, and an open timber frame interior to reflect the area’s alpine and ski-resort setting.
- Brooklyn, New York: Target converted two historic former movie theaters into stores, including one in Flatbush and the other in Bensonhurst.
- Chicago, Illinois: Target operates a store inside the historic Carson Pirie Scott building, whose architecture includes a distinctive ornate iron exterior.
These locations illustrate how Target has used various building types and architectural approaches as it expands its physical footprint.
Target is investing in a New Chapter of Growth
The Bridgehampton opening comes as Target works through a broader investment and store-modernization strategy.
Target introduced its New Chapter of Growth plan earlier this year, announcing plans to invest an incremental $2 billion in 2026. The investment includes more than $1 billion in additional capital expenditures and another $1 billion in operating investments, according to the company’s announcement.
The retailer said the strategy is intended to accelerate growth and includes investments in stores, employees, technology, merchandise, and overall guest experience.
“This work is underway, and by putting style, design and value at the center of every decision, we’re making big changes to lead with a trend-forward assortment, elevate the guest experience, accelerate with technology and equip our teams to deliver the most delightful experience in retail, for today and over the long term,” Target CEO Michael Fiddelke said in the company’s announcement.
Target said it is making more changes across its stores than in any year during the last decade. Those changes include updated floor plans and enhanced displays designed to highlight top products, new styles, and key partnerships.
The retailer plans to introduce Target Beauty Studio in more than 600 stores and is undertaking what it described as its largest grocery reset in years, according to the company’s latest earnings call.
Target expects to open more than 30 new stores in 2026 as part of its long-term goal of opening 300 new stores by 2035. The company also has more than 130 full-store remodels planned.
As of its latest earnings report, Target said it had already opened 24 new full-size stores in 2026.
Overall, the retailer expects to allocate approximately $5 billion toward new stores, remodels, technology, and supply chain investments.
“Even with this progress, we still are not where we want to be,” Target COO Lisa Roath said during the company’s latest earnings call.
Roath added that Target would continue to focus heavily on improving inventory reliability across its stores and product categories.
Target reports improving sales and traffic
Target’s store investments come as the retailer reports improving sales and customer traffic.
During the second quarter of fiscal 2026, Target reported:
- Net sales: Increased 5.3% year over year
- Comparable sales: Rose 3.8%
- Comparable traffic: Climbed 3.6%
- Store comparable sales: Grew 2.7%
- Digital comparable sales: Up 8.7%
Target said net sales increased year over year across all six of its core merchandising categories, with each category posting double-digit growth.
The company has also continued to emphasize price and value as part of its strategy. Target said it had lowered prices on more than 10,000 items over the past year.
Stores continue to account for the majority of Target’s merchandise sales, representing 80.4% compared with 19.6% from digital channels.
For the full year, Target expects net sales to increase approximately 5%, which is one percentage point above the company’s previous guidance range.
Here’s some of my previous coverage on Target:
- Target brings back iconic partnership after 17-year shutdown
- Target adds an unexpected big brand partner
- Target announces major changes across 130 U.S. stores
The Bridgehampton store adds another example of how Target is adapting its physical stores as it expands its footprint and invests in its broader store strategy.
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