Retail giant Target is opening its first small-format store in Irvine at University Center on Campus Drive. The store will cater to college students at UCI in Irvine on Tuesday, July 18, 2017. (Photo by Sam Gangwer, Orange County Register/SCNG)

Retail giant Target is opening its first small-format store in Irvine at University Center on Campus Drive. A store associate walks the aisle between the produce section and women’s clothes in Irvine on Tuesday, July 18, 2017. (Photo by Sam Gangwer, Orange County Register/SCNG)

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Retail giant Target is opening its first small-format store in Irvine at University Center on Campus Drive. Store associates Angie Beckham, left, and Stephanie Raish put out cupcakes for the grand opening in Irvine on Tuesday, July 18, 2017. (Photo by Sam Gangwer, Orange County Register/SCNG)

Retail giant Target is opening its first small-format store in Irvine at University Center on Campus Drive. Store associate Angel Vega walks through the stock room area before the grand opening in Irvine Tuesday, July 18, 2017. (Photo by Sam Gangwer, Orange County Register/SCNG)

Retail giant Target is opening its first small-format store in Irvine at University Center on Campus Drive. Most of the checkout stands will be self-checkout, only three will be manned in Irvine on Tuesday, July 18, 2017. (Photo by Sam Gangwer, Orange County Register/SCNG)



Retail giant Target is opening its first small-format store in Irvine at University Center on Campus Drive. The space between the women’s clothing section and the produce section illustrates how small the new stores will be in Irvine on Tuesday, July 18, 2017. (Photo by Sam Gangwer, Orange County Register/SCNG)

Retail giant Target is opening its first small-format store in Irvine at University Center on Campus Drive. Store manager Scott Timpani shows the store’s stock room in Irvine on Tuesday, July 18, 2017. (Photo by Sam Gangwer, Orange County Register/SCNG)

Target is opening its first small-format store in Irvine at University Center on Campus Drive. The store is about one-fifth of the size of a normal store in Irvine on Tuesday, July 18, 2017. (Photo by Sam Gangwer, Orange County Register/SCNG)

Retail giant Target is opening its first small-format store in Irvine at University Center on Campus Drive. The store will cater to college students at UCI. Target team members gather for a quick pep talk before the soft opening Tuesday afternoon in Irvine on Tuesday, July 18, 2017. (Photo by Sam Gangwer, Orange County Register/SCNG)

Just weeks before Anteaters converge on UC Irvine’s campus, the county’s first small-format Target has opened at University Center, replete with navy blue and gold accents.

The Target mascot, a (fake) bull terrier named Bullseye, greets visitors at the front, wearing a UCI jersey. To the left, licensed Anteater merchandise lines one wall. The store on Tuesday was bustling with employees in their bright red uniform shirts. Forklifts buzzed about as final touches and supplies were added.

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J.C. Penney lenders, landlords sign deal to keep retailer open The smaller Targets, anywhere from one-third to one-fifth the size of a traditional store, are part of a $7 billion plan by the retailer to boost its sluggish sales. The stores are being built in densely populated suburban markets or near college campuses.

The retailer’s strategy aims to bring online shopping closer to patrons at drop-off centers while offering a limited supply of its goods, which range from grocery items to clothing, makeup and paper products.



The Irvine store, at 4255 Campus Drive, is in a former 24 Hour Fitness. It will employ roughly 60 people, most of whom are UCI students. Also at the store is a CVS Pharmacy, Starbucks and Target’s mobile and order pickup center.

What’s missing?

Customers won’t find any children’s clothing. And the shoe selection has been whittled down to one rack. Forget about bulky furniture; think dorm-room accessories instead.

Scott Timpani, the store team leader, said the Target will be about one-third groceries, which he expects will make up 50 percent of all sales. His small stock room means items are engineered to sell fast.

“It’s more truck to shelf,” he said. “It’s a very temporary hold for products going into the store.”

Another new initiative by Target is bringing more beer, wine and spirits to its grocery aisles. The UCI Target will include a 24-foot section dedicated to cold beer with some craft labels included.

As the staff prepared for a ribbon cutting Tuesday night, items for sale included:

Golden Road beer six-pack, $9.99

2 packs of strawberries, $5

UCI trash basket, $19.99

Prices, Timpani said are different from a typical Target because of the area and size of store “but still competitive.”

Orange County is getting two more small-format Targets in the months ahead. A store in Orange on Chapman Avenue in a former Ralphs grocery store is expected by October. Another will land in Anaheim in a shuttered Kmart.

A small-format location store at USC was having its soft opening Wednesday as well.

Earlier this month Target told the Register it would expand its alcohol selections at 300 stores, including seven in Southern California in Orange, Eagle Rock, USC Village, Mission Hills and Burbank and a traditional store that will open in Oceanside.