Target Opens Its First Discount Store

Setting the scene

Minneapolis department-store dynasty Dayton Company sought a discount format with style; John Geisse developed Target as a upscale discounter with clean aisles, logo bullseye, and suburban parking lots distinct from dim warehouse stores.

What happened

The first Target store opened in 1962 in Roseville, Minnesota, under the Dayton's corporate umbrella, branding itself 'Tar-zhay' with aspirational merchandising.

Why it still matters

Designer collaborations followed decades later with Missoni and Lilly Pulitzer capsule lines; Target's REDcard, CVS pharmacy partnerships, and nationwide expansion made the bullseye a rival to Walmart on aesthetics as much as price.

Background

Designer collaborations followed decades later.