Starting this morning, the new Target store on the Lower East Side is open for business.
The 22.500 square foot ‘small format” outpost is located at 145 Clinton St., at Grand Street. There was a ribbon cutting and party last night, with community leaders in attendance. They sipped mock cocktails, munched on tuna tartare and posed for photos with Bullseye, Target’s mascot.
We were led on a tour by Elena Ramos, team leader of the LES store. After entering on the northwest corner of Grand and Clinton streets, you take the escalator to the second floor. The first thing you’ll see is the women’s and children’s clothing areas (men’s clothing is also available in a slightly less conspicuous location). There’s a CVS pharmacy, baby supplies, cosmetics, a fairly extensive home accessories department and a grocery with fresh produce and meats, and lots of “grab-and-go” items.
The new store, located within the Essex Crossing project, is part of a big push from Target to expand into urban markets nationwide. The merchandise varies from location to location depending on local needs. “We know there are a lot of families in the area, a very tight-knit community,” said Ramos, “so we have all the essentials a family would need.”
Ramos said more than 30% of the employees at the Lower East Side store were hired from the neighborhood and surrounding communities. The company worked with the Lower East Side Employment Network to recruit local staff members.
There was, of course, lots of blowback last month on East 14th Street, when Target celebrated a store opening there with a facade reminiscent of the defunct rock club CBGB. Jacqueline DeBuse, a Target PR rep, indicated that no similar publicity stunts are planned on Grand Street. “We know with the East Village grand opening,” said DeBuse, “some guests loved it, and others felt we missed the mark. So we really listened to that feedback as we were preparing the opening for this store.”
An opening celebration will take place on Sunday. Today and every weekday, the store will be open from 7 a.m.-midnight. Saturday hours are 8 a.m.-midnight, and Sundays Target will be open 8 a.m.-11 p.m.
Target will be joined in October by a Trader Joe’s, which is located in the basement of the same building.
Photo by Joel Raskin.
Target was obviously hoping the whole neighborhood would be talking about its new outpost on East 14th Street. Following a grand opening celebration on Saturday, people were definitely talking, but it probably wasn’t exactly what Target’s marketing whizzes had in mind.
There was a big backlash over a replica of the storefront from the legendary rock club CBGB (the awning read TRGT with CBGB in smaller letters). Now Target has responded publicly, releasing a statement to the New York Times:
We often host a one-day celebration that shows the neighborhood how excited we are to be part of their community… We sincerely apologize if some eventgoers felt it was not the best way to capture the spirit of the neighborhood… We always appreciate guest feedback and will take it into consideration as we plan for future opening events.
Many locals and musicians who were part of the defunct music venue were outraged, saying the PR stunt demonstrated a lack of respect for and understanding of the neighborhood’s culture and history.
Target is scheduled to open another store on the Lower East Side Aug. 19 as part of the Essex Crossing project. There may very well be a big celebration, but it’s a safe bet Target will stay away from any marketing ploys that might further ruffle local feathers.
Target announced today a grand opening date for its new location at Essex Crossing. The 22,500 square foot “small format” store at 400 Grand St. (also known as 145 Clinton St.) will debut on Sunday, Aug. 19.
Also today, Target put the word out about several job fairs to be held this month in the community. The company expects to hire 85 employees for the Lower East Side outpost, which will be located on the second floor of a residential building called The Rollins. The employment events will be held June 11,12, 14 and 18 and, we’re told, are being coordinated in partnership with Delancey Street Associates (the Essex Crossing development group) and the Lower East Side Employment Network.
Anyone interested in applying, should visit Target’s employment page to make an appointment for an interview in advance. [Applicants should indicate that they’re specifically interested in jobs at 400 Grand St., Manhattan).
The store will be the fifth Target location in Manhattan and is part of a nationwide push into major urban markets. The Lower East Side Target will, according to a press release, offer a “curated assortment, including men’s and women’s apparel and accessories, baby essentials, toys, basics for the family, home décor, health and beauty products, electronics, tech accessories, and a food and beverage selection that includes fresh produce and grab-and-go items.” There’s also going to be a CVS Pharmacy in the store.
Target has 27 stores open or in the planning stages in New York City. Just today a new store was announced in Brooklyn. A store will open in July on East 14th Street (Avenue A).
The Rollins, a 14-story tower, will also include a Trader Joe’s store, which is likely to open in the early fall. There are 211 rental apartments in the building, half low/middle income and half market rate. All of the affordable apartments were claimed through a city-sponsored housing lottery. Last week, Delancey Street Associates announced that more than 65% of the market rate units have been leased.
Essex Crossing is spread across nine sites, and includes 1,9 million square feet of residential and commercial development.
The first big commercial ventures will be opening up later this year at Essex Crossing. As you may know, a mid-sized Target store is coming to 145 Clinton St., one of four buildings in the first phase of the big development project. Today we got a glimpse of Target’s signage on the Grand Street side of the mixed residential/retail complex.
According to Target’s website, an opening on the Lower East Side is anticipated in the summertime. The 22,500 square foot space is on the second floor. A 30,000 square foot Trader Joe’s will be on the lower level.
Other major businesses coming to Essex Crossing this year include: Regal Cinemas, Splitsville Lanes and NYU Langone. If you’re interested in jobs from any of these employers, you should reach out to the Lower East Side Employment Network.
Target will be located on the second floor of 145 Clinton St. Rendering by Beyer Blinder Belle.
Target announced today it is opening a store in the Essex Crossing project on the Lower East Side.
The 22,500 square foot, “small format” urban store will be located on the second floor of a building now under construction at 145 Clinton St. The mixed-use building will also include a 30,000 square foot Trader Joe’s grocery store.
A Target spokesperson told the Wall Street Journal that the big box retailer “sees tremendous potential” in the New York City market. Full-size Target stores are often well over 100,000 square feet. The small format concept (ranging from 12,000-60,000 sf) had 32 locations at the end of 2016, the Journal reported. A rapid expansion of the smaller stores is planned during the next couple of years.
The Lower East Side Target store will be taking the place of Planet Fitness, which backed out of Essex Crossing after announcing in the fall of 2015 it would be coming to the 1.9 million square foot complex.
The first phase of Essex Crossing, on four sites, will be completed next year. In total, the project will bring more than 1,000 apartments, retail, office space and community facilities to the former Seward Park Urban Renewal Area. It is being built by Delancey Street Associates, a joint venture of L+M Development Partners, BFC Partners, Taconic Investment Partners and the Prusik Group.
UPDATE 5/1/2017 A few more details from a press release put out last night by Delancey Street Associates:
S. Andrew Katz of the Prusik Group said, “Throughout the planning process, the community made clear that a quality, affordable apparel and home goods retailer was a top priority for the neighborhood; we made a commitment to deliver that… With Target, Trader Joe’s, Splitsville Luxury Lanes, Regal Cinemas and NYU Langone’s medical center all slated to open next year, 2018 will be a banner year for Essex Crossing’s commercial spaces and really bring the site to life for the community.”
The Lower East Side location will be Target’s fourth store in Manhattan. The company already has stores in Harlem and Tribeca. A location in Herald Square is scheduled to open this coming fall. Target has announced plans for small format stores on East 14th Street and Hell’s Kitchen.
The LES store is expected to include: food and beverage items; health and beauty “brands most relevant to the diverse guest;” clothing and accessories for both young professionals and children; stationery and home items “dedicated to refreshing small living spaces;” and a CVS Pharmacy.
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