At a remodeled Target in Orange, Celeste Shaw sips on a pumpkin spice latte at the new in-store Starbucks cafe after strolling the aisles of the retailer’s snazzy next-generation store.

She likes what she sees: a larger apparel section with elegant fitting rooms, a “beauty blowout” cosmetics boutique reminiscent of the hipster store Ulta Beauty, a separate counter for online order pickup and an expanded mobile devices section.

At the front of the store, a new TrendSpot area highlights everything from holiday deals to exclusive merchandise.

For frequent Target shoppers like Shaw, the brand refresh means one thing: Her “Tar-zhay” of the past is back.

“It looks very upscale, clean and bright,” Shaw said. “I like that they are stepping up. They got away from (“Tar-zhay”) and they’re going back to it.”

An increased number of mannequins feature clothing and shoes throughout the remodeled Target store in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)

An expanded alcohol section is featured in the market of the remodeled Target store in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)

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A redesigned beauty center at the remodeled Target store on Tustin Street in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)

Newly remodeled Target store on Tustin Street in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)

Newly remodeled Target store features a TrendSpot that changes often with new items in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)



A new Starbucks sits at the entrance to the remodeled Target store in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)

The dressing rooms at the remodeled Target store have been upgraded with art, new lighting and a dedicated nursing station in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)

Newly remodeled Target store features a TrendSpot near the entrance that changes often with new items in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)

The dressing rooms at the remodeled Target store have been upgraded with art, new lighting and a dedicated nursing station in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)

Ayden Hunter, 5, plays near the checkout area of the remodeled Target store in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)



A dedicated online pickup area is now separate from the return desk at the remodeled Target store in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)

A new return desk features more room and small items for purchase at the remodeled Target store in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)

The Hearth and Hand by Magnolia collection is featured in the home section of the remodeled Target store in Orange, California, on Friday, November 17, 2017. (Photo by Jeff Gritchen, Orange County Register/SCNG)

The overhaul in Orange is part of a $7 billion turnaround plan announced by Target earlier this year to attract shoppers whisked away by the convenience of Amazon and the extreme discounts of Walmart. By 2020, Target plans to remodel 1,000 stores for shoppers looking for trendy but value-oriented merchandise.

Other remodeled Southern California stores include locations in Fullerton, West Hills, Rowland Heights, Rosemead, Inglewood, Manhattan Beach, Los Angeles, Upland, Rancho Cucamonga, Montclair and Mira Loma.

“We’re elevating every aspect of how we serve our guests, including reimagining hundreds of stores,” Target CEO Brian Cornell said in October.

At the time, Target opened its second small-format store in Orange County. The smaller formats, like the remodeled traditional stores, have generated renewed buzz for a brand whose sales have grown stagnant over the years.

Target said it expects to complete 110 remodels by the end of the year.

The company is also stepping up its digital efforts by testing next-day delivery service through Target Restock, curbside pickup and same-day delivery services.

Reintroducing ‘Tar-zhay’

During a recent tour of the 32-year-old store in Orange on Tustin Avenue, team leader Cynthia Robles explains Target’s new strategy of putting fashion-forward apparel in the center of the store.

In the previous layout, women’s clothing was displayed along a wall. Children’s clothes and accessories were out front. Now those items are at the back of the store, with women’s apparel taking center stage in front of checkout lines.

Among the most upscale new features of the women’s department are the new fitting rooms. Seven large, department store-inspired rooms with lighted full-length mirrors have replaced 11 no-frills dressing rooms.

Robles, a 16-year employee who started out as a cashier, points to a special room for nursing moms.

Large signs hanging from the ceiling promote new clothing brands A New Day, Goodfellow & Co and JoyLab. The styles, unveiled in stores nationwide in August and October, are displayed on 100 mannequins throughout the store. That’s more than triple the amount of mannequins previously used in store, Robles said.

Target said the clothing lines combined with the new store look bring a “fresh interpretation of the Tar-zhay that we know our guests love.”

Still, the new layout can be confusing. During the tour, one lost shopper asked Robles where she could find the “underwear” department.

Robles points her in the right direction.

Shaw, the shopper, said she’s not confused by the layout. Instead, she senses a smart business strategy in the new floor plan.

Department store essentials such as kitchen merchandise, bedding and cleaning supplies are tucked in the back of the store. Trendy home decor and fashion are out front.

“It forces you to browse more,” the Anaheim resident said.

In-store beauty boutiques

Besides the apparel section, one of the more noticeable — and exclusive — additions to the overhauled Target is the Beauty Blowout department.

The open concept section offers a makeup consulting station and an expanded selection of cosmetics from popular brands such as NYX Cosmetics, Milani, Wet n Wild, e.l.f. and Pixi. The department also has a large display of trial-size products and sleek circular light fixtures that provide a soft, flattering glow.

Shopper Sylvia Renner gasped with excitement as she entered the Beauty Blowout area for the first time.

“It’s all glammed up. They made it look like Ulta (Beauty) or Sephora,” she said.

Not all remodels are getting these beauty-focused boutiques. Orange is one of only 75 Target stores in the country with a Beauty Blowout section. About 400 more stores are scheduled to add Beauty Blowout sections in 2018.

Robles said employee knowledgeable in beauty products will be stationed in the Beauty Blowout area to provide a better customer experience.

The specialized staffing is part of another Target initiative to hire an additional 100,000 employees over the holidays, up from 70,000 a year ago. Target also increased its starting wages to $11 an hour in October.

“We’ve invested in training to elevate the guest experience, moving away from task-driven models to a guest-focused mind-set,” Cornell told investors in October.

The Orange store put the finishing touches on its remodel, which started over the summer, a few days before Black Friday. Target executives would not provide a cost for the Orange remodel, saying the capital spending per store varies.

Needless to say, the investment is substantial.

In August, the Minneapolis-based company said it spent $10 million on a “top to bottom” makeover of a two-story Target near its corporate base.

Is it worth it?

Remodeled stores have seen, on average, 2 percent to 4 percent sales growth, according to chief operating officer John Mulligan.

On top of that, the chain’s more than 1,800 stores have seen elevated foot traffic; this year, second and third-quarter same store sales inched up 1.3 percent and nearly 1 percent, respectively.

Seeking Alpha analyst Daniel Schönberger said the “sales growth is not impressive right now.”

But it’s a good sign of a slight pivot upward for Target, which suffered declining same-store sales over four consecutive quarters between 2016 and early 2017. The last two quarters have been positive.

Still, Target has a long way to go before a turnaround is declared. Net income for the third quarter dropped 21 percent to $480 million down from $608 million the year before. Profits have been eaten away as it battles formidable online and brick and mortar rivals.

“Target currently can’t increase its revenue, but it doesn’t decline either,” Schönberger wrote in report titled “Target: Buy The Dip.”

Robles said it’s too “early to tell” how the makeover will impact sales at her store. However, based on early feedback, she’s optimistic.

“I’m excited to see what happens over the holidays,” she said.

Remodeled Southern California Targets

The newly remodeled Target in Orange is at 2191 N. Tustin St. Orange. Target plans to renovate about 325 stores in 2018, 350 in 2019 and 325 in 2020. The company has not revealed the list of which stores will be slated next for remodels.

Other refreshed Southern California stores:

1893 W. Malvern Ave., Fullerton

17751 Colima Road, Rowland Heights

6635 Fallbrook Ave., West Hills

3600 Rosemead Blvd., Rosemead

3417 W Century Blvd., Inglewood

1200 N. Sepulveda Blvd., Manhattan Beach

3535 S. La Cienega Blvd., Los Angeles

1931 Campus Ave., Upland

10576 Foothill Blvd., Rancho Cucamonga

9052 Central Ave., Montclair

12471 Limonite Ave., Mira Loma

Small-Format stores: Target is also adding more small-format locations across the nation. These stores are geared for customers looking for grab-and-go groceries and household basics. Orange County has two small-format stores. in Orange and Irvine. Another is expected to open next year in Anaheim.