On Target

With the advent of a number of American brand name retail stores establishing a presence in the Hamilton area, we thought we'd ask Target a few questions. 


1. Target’s planned presence in the Hamilton area, will see Target unseat stores such as Zellers, which have been around for a very long time. Can you tell Hamiltonians what Target might offer? In other words, what is your competitive edge and why should Hamiltonians be receptive to Target?

In explaining who Target is and how we are unique, I think it is important to think of Target through three different lens – guest experience, community partner and employer. From a guest experience perspective, Target is focused on bringing the true U.S. Target brand experience to Canada. Our Canadian guests (just an FYI that three million Canadians shopped at Target in 2011) have told us that they want the true Target experience when we open stores in Canada – the one they have come to know and love when they cross the border. This means clean stores, wide aisles and exceptional merchandise at affordable prices. We are committed to delivering on our brand promise of Expect More.Pay Less and you will see this reflected across all categories of the store. As you may know, Target partners with well-known
designers with the goal of ensuring affordable design is accessible to all. Our Jason Wu pop-up store is a good example of this. Jason is a well-known and highly regarded designer. His limited time collection enabled our guests to purchase high quality stylish products at affordable prices.

It is also a good example of Target’s commitment to community giving. Target has a long legacy of giving and is committed to donating 5% to the communities in which we serve. This commitment to community giving will continue as we expand into Canada. While we are still working through our focus for our charitable giving in Canada, we have already donated all of the sales from our Jason Wu pop-up store to the United Way and held a volunteer day in December.

From an employer perspective, Target is committed to hiring a talented team and is expecting to hire between 150-200 team members per store. We strive to create a fun, energetic and inclusive work environment. I can tell you firsthand that it is a unique culture at Target and is a great place to work.

2. Will existing employees of Zellers,  be hired by Target? What special allowance, if any, will Target be making to Hamiltonians who are presently employed in stores that Target will replace?

In answering this question, I should first clarify the nature of our agreement with Zellers. The agreement is a real estate transaction that includes the leasehold agreements on selected sites. Target did not buy the Zellers business. As such, we did not acquire inventory, technology or employees. Target is focused on hiring a talented and committed team who can deliver the type of guest experience we are known for and is encouraging Zellers employees and all of those interested in working for Target to visit www.target.ca/careers.

3. Some say that the presence of stores such as Target, are an indication that Canada is being Americanized which, to some, does not sit comfortably. How do you respond to that? 

I think it’s about offering more choice to Canadian consumers and creating new job opportunities for Canadians – from Target team members to the contractors and consultants that we are engaging. Target has spent a great deal of time going across the country to listen and learn about Canada’s unique communities. We look forward to becoming active members of the communities we serve and continuing our legacy of giving in each of these markets.

4. Sources tell us that the restaurant presently located in Zellers at the Queenston road location in Stoney Creek, will be closing in September. That store and restaurant is situated amongst many homes for senior citizens and many seniors frequent that restaurant. Will Target maintain that feature (ie: restaurant)?

No. Target did not acquire any elements of the Zellers business, just the rights to selected sites. Target will significantly remodel each store over a 6-9 month period, an investment of approximately $10-$11 million per facility. As part of our commitment to delivering the true Target experience that our Canadian guests have told us they want, we have partnered with Starbucks and will have licensed Starbucks in as many locations as possible.

5. What do you want Hamiltonians to know about Target and their anticipated presence in the area? 

Target is looking forward to getting to know Hamiltonians, to hiring local residents to join our team and to serving you in our stores. We are also very excited about becoming an active partner in the community and while we are still working through our charitable focus, I can tell you that we are committed to continuing our legacy of giving and history of being a good neighbour as we open stores.

Thanks to Lisa Gibbons, Spokesperson for Target, for responding to our questions.