The Target at 600 Broadway, at the corner of Houston Street, has finished the second half of its makeover. On Thursday, Oct. 22, the company opened a rebuilt lower level at Target SoHo, with a new home floor, a wellness section, a toy area and a grocery department redesigned to feel like a small New York food market. The work wraps up a transformation that began when the store reopened in its new form last December.

For neighbors who use the store for everyday errands, the change matters most downstairs. Until now, the reworked street level carried most of the new look, while the lower floor still ran much like a standard Target. That floor now has its own layout and its own names for each section.

What is on the new lower level

Target listed five areas in its announcement:

  • Bullseye Loft, a home department arranged as a series of furnished rooms you can shop, built around the Threshold home brand.
  • Balance Mart, a wellness section with a larger selection of men's grooming products, Korean beauty lines and newer wellness brands.
  • Explorers' Lab, a toy and entertainment area designed around play, storytelling and New York culture.
  • The Snack Bar, a grab-and-go section stocked with products from smaller brands including Wilde and Cadootz, set up as a row of stops modeled on city streetscapes.
  • The Seasonal Shopping Bar, a rotating display of sweet and savory seasonal foods from Target's own grocery line.

The grocery area itself has been redone as what the company calls a modern city market, with staples presented in a way meant to encourage browsing rather than a straight run down the aisles. Target did not publish a list of new grocery items with the announcement, so shoppers will have to see the selection in person.

How the store got here

Target reopened the SoHo location in December 2025 as a test bed for a more design-focused version of its stores. The street level was rebuilt then, with sections such as The Drop, a display of limited products that changes every month; the Broadway Beauty Bar, which rotates its brands; and a self-checkout area the company named Selfie Checkout. At the time, Target said the store would keep evolving through 2026, adding new areas and seasonal programming. The lower-level opening is the last major piece of that plan.

According to the company, apparel and accessories have become the store's strongest category since the reopening. Target also says it refreshes much of the merchandise monthly and holds in-store events on a regular schedule.

What comes next

The company says more products, collectibles and experiences that will be sold only at the SoHo store are planned for 2027. It has not named them yet.

Target SoHo is one of more than 40 Target stores in New York City. The chain opened its first New York store in 1998 and now runs 109 stores across the state.

Visiting

Target SoHo is at 600 Broadway, at Houston Street, on the line between SoHo and NoHo. The closest subway stops are Broadway-Lafayette St (B, D, F and M trains), Prince St (R and W trains) and Bleecker St (6 train), each a short walk away. The new lower level is open during regular store hours; check the store's page on Target's website or app for the current daily schedule before you go, since hours can shift around the holidays.

If you have not been inside since last winter, the easiest way to see the change is to take the escalator down from the Broadway entrance and walk the floor from the home section through to the grocery market.

Sources