Target Expands Its SoHo Retail Experiment With Home and Wellness

The most visible home addition is Bullseye Loft, where shoppers can browse Threshold products arranged in furnished living spaces. Balance Mart brings together expanded men’s grooming, Korean beauty and wellness assortments, while Explorers’ Lab gives toys and entertainment an interactive setting inspired by New York.

Food is part of the redesign as well. A neighborhood-inspired Snack Bar showcases emerging brands including Wilde and Cadootz, a seasonal shopping area includes Favorite Day products, and the broader grocery section has been recast as a city market.

In its October 22 announcement, Target said apparel and accessories had become SoHo’s strongest-performing category. It did not disclose category sales or a financial return for the concept.

The retailer also cited its own awareness study, in which nearly two-thirds of consumers familiar with Target SoHo said the location made the brand feel more stylish. The lower-level work builds on the original 600 Broadway concept previously covered by RETAILBOSS…