In Bridgehampton, New York, Target will soon introduce a new store featuring an appearance distinct from its typical style—this location will not display the iconic red facade but rather a community-approved exterior design.
Adapting Store Appearance for Hamptons Community
This Bridgehampton location is included in Target’s current series of store openings and has been carefully designed to align with the specific aesthetic and zoning requirements unique to the Hamptons. The facade is rendered in gray rather than Target’s recognizable red, with the bullseye and logo presented in white.
Gray replaces red for the store’s bollards, and local codes require that signage be top-lit rather than internally illuminated, per the mandates of the Bridgehampton Commons shopping center. Target emphasized in a statement that these adaptations were made collaboratively with the town to integrate the store’s look with the locale. Target also said the design aims “to reflect [the town’s] coastal vibes.”
Opening Scheduled for October 11, Featuring Store Amenities
The new store spans 90,000 square feet and is set to welcome shoppers on October 11, at which point it will become New York’s 109th Target location. Included within are a CVS Pharmacy, a Starbucks Cafe, and a suite of modern retail conveniences such as Drive Up, Order Pickup, and same-day delivery services.
This Target occupies a site that formerly belonged to what EW Howell Construction Group described as the last remaining stand-alone Kmart in the continental U.S. Construction upgrades include new prefabricated fitting rooms, enhanced restrooms, a revamped stock area, and an updated parking lot. Details can be found at their project page.
Part of Target’s Ongoing Store Expansion Strategy
Target’s approach to tailoring store appearances isn’t new. In addition to Bridgehampton, stores in locations such as Silverthorne, Colorado, and South Lake Tahoe, California, also feature exteriors designed to reflect their local communities.
This Bridgehampton site is among eight new Target stores opening in October and concludes the rollout of 30 new brick-and-mortar stores Target is set to open in 2024. Broader expansion plans include growing the national footprint by over 300 stores before 2035.
Backing these developments, Target has committed a $1 billion investment this year to improve the guest experience, with more store improvements underway in 2024 than in any year of the past decade. This commitment follows the $5 billion capital expenditure the company disclosed in fall of the previous year.
Example of Localized Branding by Target
This new Bridgehampton store demonstrates how a major retailer such as Target adapts both branding and store layouts to comply with local guidelines and reflect the area’s unique character. As Target continues expanding nationwide, the company’s willingness to localize its stores remains central to establishing a connection with different markets.