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Brief Published: 22 Oct 2012

Target Goes Small Format With Sportswear Store


Earlier this month, we reported that US retailer Target is branching out from large-format stores and targeting urban centres with its new scaled-down CityTarget stores (Big Box Retailers Go Small). Now Target is banking on another smaller format speciality as it unveils the C9 Active Apparel outlet in San Francisco.

Located inside Westfield’s Metreon shopping centre, the 3,000 sq ft store will sell men and women’s apparel, accessories and sporting goods by affordable sportswear label C9 by Champion. “The goal we had in mind was to create a lifestyle store, and separating that from the Target store allowed us to create an environment fully immersed in the brand,” explained Target spokesman Joshua Thomas.

Although designed by Target’s in-house team, the styling at C9 is markedly different to Target’s branded stores. Staff will wear orange uniforms instead of red and white and there is no trace of the retailer’s bull’s-eye logo or signage. Instead, it has an industrial look, with concrete flooring and exposed ceilings, as well as numerous references to the store’s location.

Photographs of people being active around San Francisco are exhibited throughout the store, while the fitting room features a map of the city with the message: “You are a run, bike, or yoga stretch away from the best urban workouts on Earth.” There are even products emblazoned with local landmarks such as the Golden Gate Bridge.

For now, the retailer says it has no plans to replicate the store in other cities.