How the ailing retailer is trying to woo disenchanted shoppers ahead of the holidays

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Target SoHo. Photo: Target

SoHo has a new resident: Target. Earlier this month, in the tourist-heavy downtown Manhattan neighborhood known for its cobblestone streets, cast-iron buildings, and high-end boutiques, the struggling retailer opened its first-ever concept store.

The red space, which the company describes as “Instagram-worthy” and “hyper-curated,” marks Target’s first notable entrance into experiential retail, a strategy that smaller, founder-led consumer brands, such as Tecovas, M.M. LaFleur, and

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