Dive Brief:

• In one of Minneapolis-based Target’s most creative moves yet, the retailer will be featuring some of its products at the New York City concept store Story.

• Story rotates its merchandise every few weeks with the tagline: “point of view of a magazine, changes like a gallery, sells things like a store.”

• Target’s Brian Cornell visited the store early in his tenure as CEO, and quickly agreed to founder  Rachel Shechtman’s request to let her choose some items to feature around the holidays.

Dive Insight:

Target has been working to regain its footing after its disastrous data breach last year and other missteps like its dubious entry into Canada. (The retailer recently announced 11 store closings around the country, twice as many as it’s closed in the last two years.) 

Target made a splash several years ago when it began the now ubiquitous overture to big-name designers to sell products and apparel exclusive to the low-priced retailer. This collaboration with Story is a surprising way for Target to return some of that creativity to its otherwise general merchandise approach and to appeal to millennials, who dig stories behind the things they buy.