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In 1962, the Dayton Company, using a concept developed by John F. Geisse,
entered discount merchandising by opening its first Target discount store in
Roseville, Minnesota, a suburb north of Saint Paul. The name Target
originated from Dayton's publicity director, Stewart K. Widdess, and was
intended to prevent consumers from associating the new discount store chain
with the department store.
The new subsidiary, Target Stores, ended its first year with four units, all in
the Minneapolis area. Target Stores lost money in its initial years, but in
1965 it reported its first gain with sales reaching $39 million, allowing a
fifth store to open in Minneapolis. In 1966, Bruce Dayton launched the
B. Dalton Bookseller specialty chain, which became the largest hardcover
bookseller in the United States.
The bookseller chain was named after the founder, but with the y in Dayton
replaced with an l. Target Stores expanded outside of Minneapolis by opening
two stores in Denver, Colorado, and sales exceeded $60 million.
In 1967, the Dayton Corporation was established and it went public with its
first offering of common stock, and it opened two more Target stores in
Minnesota resulting in a total of nine units.
Until recently, all Target stores were the typical single story boxes with surface
parking. But in the last half decade, Target has built or acquired 35 multilevel
stores with structured parking and another 8 stores with parking underneath.
In all, about 3 percent of Target’s 1,350 stores nationwide have unusual urban
formats that Target calls unique.
Unlike Wal Mart, which so far has resisted radical changes to its building
designs, Target has gone so far as to build one store in Brooklyn’s Atlantic
Terminal that has no dedicated parking. Another store planned in Queens,
New York, will be beneath 800 housing units.
The trend is growing, according
to Scott Jordan Denny, manager for unique store design, and Rich Varda,
vice president for store design, both of whom spoke to New Urban News.
There are dozens of unique Targets on the drawing board.
It's unclear at this time how many of Target's 1488 stores plan to carry the
Apple media system or, similarly, the size of the merchant's commitment to
flashy showfloor display units. A representative for the retailer declined to
comment on the report after conferring with Target's internal partners.
