ST PAUL, Minn. – The Minneapolis-St. Paul Star Tribune writes that Target’s new small-format concept, TargetExpress is like a snowflake:  “No two will be exactly the same.”

That’s because the retailer is tailoring its merchandise to meet the needs of the neighborhoods where the sites are located. For the new TargetExpress in St. Paul’s Highland Park, a family-friendly area, according to the newspaper, the store will include items such as kids' sporting goods and supplies for a child's birthday party. Erika Winkels, a Target spokeswoman, added that the store will also have more home décor and kitchen accessories as well as “a sizeable selection” of natural and organic products.

“The beauty of TargetExpress is that it is so localized,” said Winkels. “We can tailor it for the neighborhood it is going into.”

The Highland Park store, a former Barnes & Noble site, is 16,000 square feet and one of eight TargetExpress stores opening this year. The newspaper adds that the smaller format store is “of particular interest” to Target CEO Brian Cornell, who says that personalization and localization of stores is a big part of the retailer’s overall growth strategy.