Target is growing its small-concept store presence in New York City with a location opening near Columbus Circle next year.

The store, at 61st Street and Broadway, will span 34K SF. It is the 28th planned or open Target in the city. AvalonBay Communities owns the property, an apartment building with ground-floor retail, at 1865 Broadway.

“We’re thrilled to continue growing our footprint throughout New York City with small-format stores that provide local families, commuters and visitors with a convenient, one-stop shopping experience,” Target Senior Vice President of Properties Mark Schindele said in a statement.

The store will feature “Order Pickup” with 95% of the online orders ready for pickup within an hour, according to the release. It will also sell apparel for men and women, beauty products, and have a food and beverage section with fresh produce and “grab-and-go” options.

Target is shifting toward opening smaller stores in cities, rather than the large stores in the suburban markets Target is generally known for. It is planning to open scores of these types of stores across the country.

It is also planning stores at TF Cornerstone’s 1201 Third Ave. and on Forest Avenue in Staten Island. The strategy is an attempt to adapt to the ways consumers are now shopping, a growing challenge for retailers around the world.