Cranbrook welcomes Target

The newly opened Target store is a welcome addition to the retail scene in Cranbrook

1 of 4The appearance of the Target sign at the Tamarack Centre has created excitement among shoppers in Cranbrook, B.C. — Marie Milner photo

2 of 4Katie Elder, Jade Duchscherer and Tessa Charlton looked forward to Target's opening day. — Marie Milner photo

3 of 4Katie Elder, Jade Duchscherer and Tessa Charlton looked forward to Target's opening day. — Marie Milner photo

4 of 4The new Target store occupies the former Zellers location at the Tamarack Centre in Cranbrook, B.C. — Marie Milner photo

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Joanne Elson, communications manager at Target’s Canadian headquarters in Mississauga, Ontario, said that Target will be opening 124 stores in Canada in 2013. The Target store in Cranbrook, B.C., is one of several that opened in May, and many East Kootenay residents eagerly welcomed this exciting addition to their retail options.

“Typically we have 150 to 200 team members and leaders per location,” Elson said. “The big thing that our research has shown is that Canadians want the same kind of shopping experience at the Canadian stores as we offer in our U.S. stores, so our goal is to provide that as much as possible.”

What we’ll find

With the Cranbrook Target open, shoppers can enjoy the wide aisles, the bright, clear signage and some of the same well-known merchandise brands that they know and love from Target’s U.S. stores, in addition to other brands intended to meet the needs of Canadians.

In January, Target’s media release confirmed some of the well-known brands that would be available in its Canadian stores. Cranbrook shoppers will find the Nate Berkus home decor collection and popular cosmetic brands Pixi and Sonia Kashuk, and in the grocery assortment they will find Archer Farms and Market Pantry brands.

“Target is well known for its design partnerships and collaborations,” Elson said, “and that’s really what sets us apart from some of the other retailers. Some of our partnerships are ongoing, and you’ll find them in the stores year round. The limited-time partnerships are done in order to surprise and delight our guests, to stay abreast of the trends and to offer our guests something unique and something they might not expect to find in a mass retailer.”

A welcome from the locals

Aaron Collins, who works at the Tamarack Centre, said that it is nice to get another option for menswear in Cranbrook, and that he’s glad there will be more local employment opportunities. Kathleen from Fernie said she is super excited about the arrival of Target, and hopes that the prices will compare favourably with the prices she finds when she shops at the U.S. Target stores.

Karlee Eldred, manager of the Bootlegger store at the Tamarack Centre, said that Bootlegger welcomes Target’s arrival.

“With Zellers closed, we have less traffic passing our store,” Eldred said. “We’re glad to have an anchor store coming to this end of the mall—it will draw more traffic down this way, so we’re definitely excited.”

Surprise opening

With no official announcement ahead of time, Cranbrook residents woke on May 7 to the news that the Target store was opening at 8 a.m. By 8:30—and I know this first-hand—the parking lot in front of the store was a hive of vehicles scooting in and out as shoppers stopped for a peek on their way to work.

Employees at the entrance greeted the early customers with huge smiles—the pride and excitement fairly radiated from them—and with good reason. The store is bright and cheery, and the pretty pastels of the spring ladieswear near the entrance reflect the feeling of welcome and discovery. My plan to do a quick circuit of the store and then head off to work was foiled in the shoe department, so I really must go back at my first opportunity—to do more research.