Target announced plans Tuesday to expand its footprint dramatically, bucking a trend of store closures among big-box rivals. The retailer aims to open over 30 locations in 2026 alone and reach 300 new stores by 2035. Several upcoming sites will exceed the company’s typical 125,000-square-foot layout.

“Our continued commitment to opening new stores is really about showing up for our guests and our communities — and it starts with our incredible store team members,” Chief Stores Officer Adrienne Costanzo said in a company statement.

The move arrives as Target grapples with weakening performance. Comparable sales fell 3.8% in the most recent quarter, while operating income plunged 18.9%. Foot traffic dropped 2.7% in the third quarter of 2025, according to Placer.ai data. Customers have voiced frustration online over disorganized shelves, clothes on floors and long order pickup waits.

One Reddit user described a local Target as “the epitome of a sloppy store,” citing 20-minute pickup delays and cluttered aisles. Another pointed to “random stuff lying around and lane clutter.”

Larger stores could help Target stock more inventory, speed up fulfillment and add features like in-store cafes. The company hopes to forge new partnerships for shop-in-shops, building on past deals such as its Ulta Beauty collaboration, which ends this summer.

Still, analysts urge Target to fix basics first. Empty shelves and low worker morale have hurt the brand, observers say. Jerry Storch, former Toys “R” Us CEO and head of Storch Advisors, told CNBC in late 2024 that Target’s strategy has failed to connect with shoppers. “Target’s deeper problem is their strategy is not resonating with the consumer in this environment,” Storch said. He noted Target’s comparable sales have trailed Walmart’s for years.

Neil Saunders, managing director at GlobalData Retail, echoed that view in a recent LinkedIn post. “The top-line results are poor and they reflect many of the stumbles in execution, particularly in stores,” Saunders wrote.

Target already revealed seven new stores for spring, five of them supersized. The expansion bets on physical retail’s enduring appeal, even as inflation squeezes discretionary spending across the sector. Rivals have shuttered locations, but Target sees opportunity in fresh builds and better operations.

Reorganizing stores, improving inventory systems and boosting employee pay could amplify the push, experts say. Without those steps, bigger boxes risk repeating old problems. Target’s spring openings mark the first test of its long-term bet.