MINNEAPOLIS – In an effort to reach urban customers, Target is testing a 20,000-square-foot store in Minneapolis, the New York Times reports. TargetExpress is the smallest size the company has ever built.

The format would let Target infiltrate more urban areas, where a typical 100,000-square-foot store wouldn’t fit. The new concept would allow Target to keep young consumers, who are moving to the cities.

“Many of them grew up with a Target experience,” said John Griffith, Target’s executive vice president for property development. “Now, they show up at their cool little bungalow they’re redoing, they’re five miles from downtown, and yet, Target is a little bit of an effort to get to.”

The first TargetExpress will open in late July on the ground floor of an apartment building close to the University of Minnesota. “It’s in our backyard,” said Griffith, of the location being close to Target headquarters. “Why not test it where you can go in and tweak it to death until it’s perfect? Makes it easier.”

Some see the move as copying competitor Walmart, which opened a 15,000-square-foot store in 2011 called Walmart Express. U.K. retailer Tesco’s small footprint stores are named Tesco Express.