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Target decided that the names it gave to its smaller, urban stores didn't turn out to be very helpful. So as of this October, Consumerist reports, TargetExpress and CityTarget will change their names to just "Target."
A blog post from the company about the announcement didn't clarify why this is happening, but the Star Tribune says the rebranding is to reduce customer confusion. "It’s about a simplified experience for our guests," Target spokesperson Erika Winkels told the paper.
Because a Target store is a Target store is a Target store. "But big or small, our stores have one thing in common: They’re all Target," the announcement reads. The post continues:
What better way to stand behind that promise than with our own Bullseye? So beginning this fall, we’ll begin the process of renaming all of our CityTarget and TargetExpress stores "Target." We’ll rebrand those stores, both the new and existing, with our Bullseye logo. You’ll see the changes start to happen in October.
The retailer will open six new stores across the country in October as well, and two of these stores will be normal Target-sized and the other four will be the smaller format.