Dive Brief:

• The first TargetExpress, a 20,000 square-foot concept store, opened Wednesday in Dinkytown, MN. 
• The new store is about a sixth of the size of the retailer's traditional stores, designed to reach on-the-go urban customers. 
• Target has plans to open four more TargetExpress stores in 2015, one in St. Paul and three in the San Francisco Bay Area. 

Dive Insight:

Target is noticing the growing shift of (mostly) younger consumers from the suburbs to cities, and is readily adapting to the lifestyle change people experience when making this move. Rather than stocking up on a number of goods in one visit, urban dwellers are more likely to make small trips just for the necessities. The new TargetExpress is stocked with groceries, bedding, a full sized beauty department, and a pharmacy.