- Target will open a roughly 90,000-square-foot store in Bridgehampton on Oct. 11, featuring a gray exterior and white bullseye instead of its trademark red.
- The store fills the former site of the last stand-alone Kmart in the continental US and will be Target’s 109th location in New York.
- Retailers expanding into affluent, design-sensitive markets are increasingly adapting their branding to local rules to secure prime real estate.
Target is opening a Bridgehampton, New York location, and the new Hamptons Target drops the retailer’s signature red branding, according to Retail Dive. The roughly 90,000-square-foot store, set to open Oct. 11, features a gray exterior with a white Target wordmark and bullseye.
The store occupies the former site of the last stand-alone Kmart in the continental US. It will be Target’s 109th location in New York.
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Why the Hamptons Target Isn’t Red
The design changes follow local requirements at Bridgehampton Commons, the shopping center where the store sits. Gray bollards replace Target’s usual red ones, and the signage is lit from above rather than internally.
A Target representative told Retail Dive the company worked closely with the town so the exterior and signage would fit the surrounding community. Target’s September announcement said it chose the design to reflect the area’s coastal feel.
The Details
Inside, the store will include a CVS Pharmacy and a Starbucks cafe. It will also offer Drive Up, Order Pickup, and same-day delivery.
Target also upgraded the building itself, adding prefabricated fitting rooms, upgraded restrooms, a redesigned stock room, and improved parking.
A Local Look Isn’t New for Target
Bridgehampton isn’t the first Target to bend its brand for a community. The company’s Silverthorne, Colorado, and South Lake Tahoe, California, stores also feature exterior elements tailored to their locations.
The site’s Kmart history adds another layer. Former Sears and Kmart real estate continues to change hands nationally, with Seritage’s liquidation nearing completion amid ongoing asset sales.
Why It Matters
For landlords, the deal shows how a national tenant can backfill a legacy big box in a high-barrier market by adapting to local design rules. Affluent resort communities rarely offer large-format sites, so a flexible tenant can unlock space that might otherwise sit idle.
Target’s willingness to adapt also fits a tight supply picture, as retail construction hits a record low. Reusing existing boxes gives retailers a faster route into markets where new development is scarce.
What’s Next
Bridgehampton is one of eight Target stores opening in October and the last of 30 new locations the retailer plans to open in 2026. Target aims to build more than 300 stores by 2035.
That pipeline is backed by a $5 billion capital expenditure plan announced in fall 2025 and a $1 billion operational investment in the guest experience. Expect more community-specific designs as the chain pushes into new markets.
