Target has transformed its SoHo store in NYC into a concept store called “The Drop,” featuring rotating seasonal styles and curated items. The store aims to appeal to fashion-forward shoppers and revitalize Target’s reputation for style. The store is part of a broader effort by Target to drive growth after years of stagnant sales.

The store redesign was led by incoming CEO Michael Fiddelke, who prioritizes style, customer experience, and technology. The SoHo location is a punctuation point for Target’s commitment to fashion. The store’s redesign process took four months, with plans to revamp the basement floor in the future. Target is aiming to attract holiday shoppers and boost sales during the critical shopping season.

Inside the SoHo store, “The Drop” area is organized around themes and will rotate every four to six weeks. Currently, the focus is on holiday outfits and gifts. The store also features a “Broadway Beauty Bar” with a rotating assortment of beauty products. The store layout includes locked glass cases for some products and a selfie station for shoppers.

Target’s SoHo store includes a “Curated By” display featuring items selected by celebrities and influencers. The store also showcases exclusive merchandise like plush toys from the Gigglescape brand and items themed around the Bullseye mascot. The store may introduce unique items exclusively available at the SoHo location in the future.

Read more at CNBC: New Target store in SoHo New York showcases fashion