Target's beauty department is getting extra special attention in its major store overhaul
Target is in the middle of a major store overhaul. Over the past two years it has remodeled 400 of its fleet of nearly 1,850 stores. This year and next it will pick up the pace to complete another 600 stores by year end 2020. The new stores are being outfitted with technology enhancements, new fixtures and a more open look and feel.
That’s not surprising since beauty and household essentials are by nature a necessity-driven, replenishment business. But with the new design of the beauty department, the company wants to change that to make the beauty department a place for discovery as well. In other words, Target wants to give discovery-centric Ulta and Sephora a run for their money., Christina Hennington, vice president and general merchandise manager of essentials and beauty, explained the shift.
The beauty category experts will be encouraged to “move beyond task and share their expertise with guests, providing advice and perspective to help them find the best products to meet their needs,” Mulligan said. “This new model allows them to focus on their passion rather than serving as a general athlete across multiple categories.”
Goodfellow & Co started as a men’s fashion line in 2017, which caught on quickly and gave the company confidence to expand into men’s grooming.
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