New in SoHo, NYC: Target Reveals Its Redesigned Lower Level at Broadway and Houston

Target SoHo, at the corner of Broadway and Houston Street, has finished reworking its lower level, closing out the store's redesign nearly a year after it opened. The new floor, unveiled on October 22, turns four everyday categories (home, wellness, toys, and food and beverage) into themed shopping zones drawn from daily life in New York.

Each zone has its own name and logic. Bullseye Loft is the home area, where Target's Threshold line is shown in shoppable living spaces. Balance Mart covers wellness, with expanded men's grooming, trending wellness brands and Korean beauty. Explorers' Lab reworks toys and entertainment around imagination, storytelling and New York culture.

The food side leans hardest on the city. The Snack Bar brings New York streetscapes indoors, arranging grab-and-go items from emerging brands such as Wilde and Cadootz into a series of neighborhood-style stops. A Seasonal Shopping Bar rotates its offerings and includes sweet and savory items from Favorite Day. The main food and beverage space is laid out as a modern city market, built around the staples of an ordinary grocery run.

Since opening, the SoHo store has served as a testing ground for Target's retail ideas. Apparel and accessories have become its highest-performing category, and assortments are refreshed monthly. Target says nearly two-thirds of consumers aware of the store say it makes Target feel more stylish. Michelle Mesenburg, Target's chief brand officer, said the aim is to bring the joy of discovery to every corner of the store.

More is planned for 2027, including SoHo-exclusive products, collectibles and experiences. Target opened its first New York store in 1998 and now runs 109 stores across the state with more than 20,000 team members, including over 40 in New York City.