Target unveils new concept store

US-based discount retailer Target is set to launch a new concept store outside Houston in Texas, in a bid to offer an “elevated experience” to consumers and keep bricks-and-mortar shopping “relevant” as online retailing grows.

An artists’s impression of the new wine and beer shop in the Richmond Target concept store, unveiled last week

The new suburban Target, which will open in Richmond in October, includes a new wine and spirit store inside the new shop, which is being split into two areas – a boutique-style area for ‘inspiration’ and a quick and easy convenience section.

The wine shop sit next to the entrance in the ‘convenience’ side, alongside a large Starbucks café, a grocery ‘grab-and-go’ section, and a counter to pick up online purchases.

“The store has two entrances—one that inspires with displays of our exclusive brands, seasonal moments and more. And the second’s all about ease, with quick Order Pickup, grab-and-go food and a wine and beer shop,” the retailer revealed.

The Houston store is set to be the template for further redevelopments, Target CEO Brian Cornell said, with 500 stores already set to be renovated  over the next two years.

“While we are investing heavily in digital, we’re also doubling down on our stores to offer guests an elevated experience, and at the same time ensuring fast, easy pick up for online orders, giving guests every reason to keep coming to Target,” Cornell said.

The retailer, which is headquartered in Minneapolis, is one of the largest discount stores in the US, with more than 1,800 stores in 49 states. It sells alcohol in around 1300 of its stores, and was one of the first large-scale discounter to start serving wines and liquors for customers to drink in its in-store café.

Its online wine offering numbers more than 600 skus.