Target Co. is continuing the rollout of its small format TargetExpress with a new store set to open just outside of Washington, D.C., in Rosslyn, Va., this October.
Like other Express locations, the Rosslyn store will have a large grab-and-go foods area targeted at commuters with sandwiches, snacks, salads, breakfast items and mid-day snacks, as well as a Starbucks, said Target spokesperson Erica Winkels in an emailed statement.
Consumers have been taking to the grab-and-go areas in existing TargetExpress locations, according to Target.
“Overall, we’re pleased with the performance, and we know these trips are convenience-driven. We’ll continue to evaluate each location as we go forward to ensure we have the right mix of merchandise for each location,” said Winkels.
The store also will offer apparel, home categories, a technology area, a pharmacy, store pickup and self-checkout options.
Target has been placing the small footprint Express stores in urban areas and areas with a lot of foot traffic, such as college campuses.
“We’re excited to have a presence in Rosslyn. This neighborhood is experiencing new residential construction (apartments and condos), which will increase the population density around the store in the future,” said Winkels.
“There’s also currently a void in this market in terms of convenient, affordable retail, so we see this as a tremendous opportunity to serve an unmet need in this area. This site will be convenient for both local urban residents and working professionals commuting to this area.”
The Rosslyn store’s footprint will be 20,000 square feet. Target has already opened three TargetExpress locations in its headquarters city of Minneapolis and the Bay Area. The Bay Area stores were even smaller at 18,000 and 12,000 square feet.
Target also plans Express store openings in St. Paul, Minn., and College Park, Md., in July, and in San Diego and Chicago for October.
“With TargetExpress, we continue to test and learn and will apply our learnings moving forward,” said Winkels.
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