Target has quietly carved out a profitable niche by designing stylish-but-affordable interiors for image-conscious businesses, including some of America's largest companies and white-shoe law firms.
The unit, Target Commercial Interiors, is trying to broaden its reach to medium-size and small companies--as well as sports venues, hotels and other sites in the public eye.
TCI, with
offices across the street from Target's headquarters in Minneapolis, has more than 100 employees--many of them certified interior designers. They don't shop at Target stores for their decorating
supplies, but they do leverage the company's scale and sourcing ability to get good prices and find cutting-edge products.
As part of its effort to reach new customers, TCI opened its
first office-furniture store in Bloomington, Minn., two years ago. The store--branded Target Commercial Interiors--carries professional-grade furnishings from about 20 manufacturers and a broad
selection of merchandise, from wall art to 50 different models of office chairs. TCI President Joe Perdew says high-end clients haven't had any qualms about an association with a discount-store brand.
advertisement
advertisement
Read the whole story at The Wall Street Journal »