Target Opens New York-Inspired Food Market in Remodeled SoHo Store

Target said Thursday that the remodeled lower level of its SoHo concept store in New York City now includes a New York-inspired food market, extending the location's experiential format into grocery for the first time.

The retailer completed the renovation roughly one year after opening the store on Broadway. When it debuted the location, Target positioned the concept as a marriage of everyday shopping with "play, discovery and style." The format initially targeted fashion, beauty and gifting. The lower level now pushes that strategy into food, home and wellness.

What does the food market look like?

The food and beverage section uses red accents and white-and-gray checkered flooring. Target replaced conventional dry goods aisles with freestanding display cases of varying heights and shapes. The layout emphasizes perimeter categories.

Target said in the announcement that it designed the space to resemble "a modern city market" and to turn "the most familiar staples of the grocery run into moments of discovery."

What else did the renovation add?

The lower level now hosts several immersive destinations beyond grocery:

• A snack bar
• A seasonal shopping bar
• A Balance Mart carrying wellness items, including Korean beauty products
• A Bullseye Loft home destination area
• An Explorers' Lab featuring toys and entertainment products

Target Chief Brand Officer Michelle Mesenburg said the renovation brings the "joy of discovery to every corner of the store, turning everyday essentials into moments of inspiration and giving guests something new to love with every Target run."

Why does grocery matter to Target's numbers?

The bet on food arrives as grocery drives Target's results. Food and beverage sales rose 7.2% year over year in the retailer's second quarter. That growth lifted both net sales and identical-store sales.

Target operates 109 stores across New York state, with more than 40 inside New York City. Those locations sit within a U.S. fleet that exceeds 2,000 stores.

The company has further plans for the SoHo location. In 2027, Target intends to add SoHo-exclusive products, collectibles and experiences to the store, signaling that the concept will keep evolving as a testing ground for experiential retail.