Target Refreshes SoHo Store, 1,600 Fan Shops Ahead of Holidays

Target has completed the renovation of its SoHo store in New York City and remodeled or newly installed more than 1,600 sports fan shop-in-shops ahead of the holiday season, the retailer said Monday. The fan shops, which carry local hometown team graphics and signage, now offer roughly double the space and assortment of before. Nearly 90% of items in the fan gear shops are priced under $50, Target said, extending a value push that follows its promotion of thousands of gifts priced $5 or under. Jefferies analysts led by Corey Tarlowe said last month that tariff refunds are giving Target room to fund value initiatives, supporting market share gains and upside to sales and margins. The SoHo store's lower level includes city-inspired concepts such as the "Bullseye Loft" for home goods and Balance Mart for men's grooming, wellness and Korean beauty. The refresh comes as Target, under new CEO Michael Fiddelke, attempts a turnaround after Q4 net sales fell 1.5% and comps dropped nearly 4% a year ago. Telsey Advisory Group expects holiday comps to grow 3% year on year.