Target to Open New Store in Brown Deer, Wisconsin in 2026

If you’re a fan of Bullseye’s Playground, a.k.a. the “Dollar Spot,” Wisconsin shoppers could soon have a new Target location to explore. The company's website has officially confirmed plans for a new store in Brown Deer, Wisconsin, at the northeast corner of West Brown Deer Road and North Green Bay Road. The store will occupy approximately 128,000 square feet, though an official opening date has not yet been announced.

Credit: Google Maps / Canva

The site, long known as the Marketplace of Brown Deer, has served as a retail hub for more than 50 years. Built between 1963 and 1971, the center once housed prominent retailers such as Kohl’s, Burlington, and OfficeMax. Over the decades, however, closures and vacancies left portions of the property underutilized, opening the door for a major redevelopment.

Credit: Google Maps

The new project, called Riverside Landing, is being designed by Simonson & Associates Architects and developed by Woodsonia Real Estate. The plan transforms the 23-acre site into a walkable, mixed-use district, with Target’s new store serving as the centerpiece, or anchor store. Riverside Landing will also feature 124 residential units across two buildings, three additional retail outlots, over 750 parking spaces, and enhanced pedestrian and bike access. Two intersections with traffic signals on the main roads will improve traffic flow.

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Currently, Wisoncin has 38 Target locations across these cities:

Appleton
Brookfield
Delafield
Eau Claire
Fitchburg
Fond du Lac
Franklin
Glendale
Grafton
Green Bay
Hudson
Janesville
Lake Geneva
Madison
Marshfield
Menomonee Falls
Milwaukee
New Berlin
Oak Creek
Onalaska
Oshkosh
Pleasant Prairie
Racine
Schofield
Sheboygan Falls
Stevens Point
Sturgeon Bay
Sun Prairie
Waukesha
Wauwatosa
West Allis
West Milwaukee

Some of these locations have multiple stores.

Village Board approval for Riverside Landing came in early 2025, with construction expected to conclude by the end of 2026. Target is likely to be the first structure in the strip mall to move in. For Brown Deer residents, the project represents a transformation from a long-standing defunct shopping center into a modern, multi-purpose destination for shopping and grocery needs.