A little over a year after it was announced, the ribbon was cut on Utah County’s newest Target store at the Provo Towne Centre mall, making it officially open for shoppers.

On Tuesday evening, mall officials and city leaders gathered for a “soft opening” of the new retail store.

Brixton Capital, a privately held real estate investment company remodeling Provo Towne Centre, announced the project in February 2023.

Construction began on the Provo Towne Centre’s latest offering last July.

The new store will give residents on the south end of Provo a new option for grocery and retail shopping.

“Target is a terrific anchor for what will be a totally reimagined Provo Towne Centre,” Brixton Capital’s Vice President of Development Justin Long said in a press release provided to the Daily Herald. “This much-anticipated opening means Provo residents won’t have to travel to Orem for a comprehensive Target shopping experience.”

Tuesday’s opening may have led to some confusion for those anticipating the opening, according to some comments on the mall’s official Facebook page. A sign outside of the store notes the opening day as Sunday.

However, the doors are now open and the cash registers are ringing. It sits on the 135,000 square feet of the former Dillard’s building.

Provo Mayor Michelle Kaufusi welcomes the new store to the community with open arms.

“Economic Vibrancy is one of Provo City’s four foundational pillars. As such, we have invested heavily in and are committed to the ongoing success of the Provo Towne Centre Mall,” she said in a provided statement. “We see the addition of this new full-service Target, with a much-needed grocery component, as an essential component to Provo’s economic health and a first step towards the revitalization of this critical retail center. We look forward to the growing success of Target in Provo.”

The Provo Towne Centre location is Target’s first full-size store in Provo, offering community members a CVS Pharmacy, Starbucks, Ulta Beauty, Target Optical and an adult beverage department.

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