Case Study On Target

Situation

Since 1995, Target has trusted Atlantic to be the boots on the ground for its New England expansion. Atlantic has delivered on that requirement successfully negotiating deals for nearly 70 new stores including high-profile sites in Watertown, MA, Boston-South Bay, Framingham, MA, Woburn, MA and the 170,000 SF flagship store in Boston’s Fenway neighborhood. In 2015, in an effort to evolve and better reach urban guests, Target launched its Flexible Format program, and Atlantic quickly shifted focus from the suburbs to the urban core.

Result

High-demand urban markets can be a real challenge for a retailer whose motto is “Expect More. Pay Less.”, but Atlantic was determined to see Target’s new growth vehicle succeed. Since launching the program, Atlantic has negotiated 8 new Flex Format locations. Relying on Atlantic’s market intelligence and creative deal-making, Target has been able to secure key sites, before most of them even hit the open market.

New deals have been completed in hard to penetrate Boston markets such as Central Square, Porter Square, Roslindale, and Medford. In a testament to the adaptability of the Flex Format program as well as Atlantic’s diligence, Target will also be opening new stores in top-tier suburban markets that have eluded them for years, Burlington, MA and Burlington, VT. The latter marks Target’s first Vermont store and finally gives them a presence in all 50 states.