A guest prepares to check out on Tuesday evening in front of the Vermont mural at the new Target in South Burlington. VBM photo.
by Timothy McQuiston, Vermont Business Magazine Target is nearly here, for the first time in Vermont. The new store at the University Mall in South Burlington, when it opens in full October 21, will complete the circuit for the Minneapolis-based retailer, which will now be in every state. And everyone in the Burlington area couldn’t be happier.
Target held a VIG opening Tuesday evening, with a soft opening today. Customers are called guests. There were snacks for the VIGs. TV crews prowled the sparkling new store, interviewing customers, employees and managers.
The relatively small store, by “big box” standards, will still employ over one hundred. Store manager Jake Moore, who is by title the Team Leader, said they didn’t have much trouble finding the 110 workers they’ve already hired, despite the painfully tight labor market. He expected to hire another 30 or so to round out the human resources need.
“Everyone was very excited,” he said. The employees were indeed helpful and enthusiastic. Several were recognizable as former sales associates from nearby retailers. They told VBM they were “thrilled” to move over to Target.
The new store is billed as a “one-stop shop.” There was a little of everything and a lot of apparel.
District manager Bill Geary said he anticipates apparel being the biggest seller, with baby and maternity doing well. He said they’d adjust merchandise as customer demand dictates.
And you can find at least a little of everything in the store.
A local TV crew interviews a Target representative from Minneapolis Tuesday evening. VBM photo.
Clothing, of course, takes up the biggest footprint. But there are groceries with dairy and a bit of produce; electronics and toys, cosmetics and shoes, housewares and pretty much everything you’d want to find at any Target, if not quite as much of it.
Being Target, it was noticeably more upscale than other local department stores. Could you find a $30 bottle of old vine red zinfandel from Sonoma County, California? You bet you could.
“I think we provide an elevated guest experience,” Geary said. He came from Maine for the opening. His district covers the three northern New England states. Target also sent a representative from Minneapolis.
There was much red all around, as the Target livery demanded.
There was also a comfortable looking Starbucks prominently located in the front corner (the third such coffee shop in that part of town).
Nor did Target forget where they were.
A large mural behind checkout sported a Vermont theme. Ben & Jerry’s ice cream, Vermont IPAs and Seventh Generation household products were among featured items throughout the store.
For several years, Vermonters in places like the Upper Valley and the southern counties, were able to cross state lines to get to a more or less conveniently located Target.
But in the Northwestern part of the state, Targetophiles were required to take the time and expense of a ferry over to Plattsburgh.
Target Corporation, meanwhile, has seen sales lag and its stock price take a hit in recent years as bricks-and-mortar retailers have been rocked by Internet sales. Sears filed for bankruptcy protection just on Monday (its neighboring store at the UMall will remain open).
Starbucks holds a prominent position at Target, upfront next to checkout. VBM photo.
But analysts expect Target to get back to 2015 revenues ($74 billion) next year. Shares as of today have slumped a little over the last month but are at about $84 and near their 52-week high, which was also an all-time high ($87.94 in September 2018). Shares had cratered in mid-2017 to $50.76.
While the shelves weren’t completely stocked at the UMall location for all items for the VIGs, the expectation is they will be in time for the Grand Opening on Sunday.
But in any case, Target should have little problem enticing customers to its newest location.
As one guest said as she passed through the aisles, “This is so cool.”