WASHINGTON – Rosslyn, Virginia, just a few miles outside of Washington, D.C., is welcoming one of Target’s newest formats with urbanites and Millennials in mind—and what the Washington Post calls “the big-box chain’s efforts to make itself relevant again.”

Target, a victim of one of the largest data breaches in U.S. history and a failed expansion effort into Canada, has met its challenges and continues evolving its offer to meet mobile/online shopping demand and attract new shoppers beyond “its core customer base of suburban Baby Boomer moms.” The retailer wants to appeal more “to Millennial moms and dads, urban dwellers and the nation’s growing Hispanic population,” the Post writes, adding that Target’s improved sales and foot traffic suggests efforts are working.

As previously discussed in NACS Daily, Target is localizing its smaller formats (formerly called TargetExpress or CityTarget) by tailoring the merchandise to meet the needs of the urban neighborhoods where the sites are located. At the new Rosslyn store, there’s a decent selection of cycling gear for bike commuters, as well as a selection of trail mix and freeze-dried fruits at the entry for health-conscious shoppers. (Editor’s note: Forbes ranks Washington, D.C., as one of the healthiest cities in the United States, which is a stone’s throw from Rosslyn.)

Also at the Rosslyn store, the Post writes, is a pick-up counter for e-commerce orders that’s located at the front of the store, a clear signal that Target “is betting that apartment dwellers might like this option better than having a package left on their doorstep.”

Target is also confident Rosslyn-area shoppers will use the store for fill-in shopping instead of stocking up. The retailer is also trying to incorporate new technologies into the shopping experience, notes the newspaper, such as beacons.

“It’s easy just to follow your competition,” Target CEO Brian Cornell told the Post. “It’s really, for us, more important to make sure we’re differentiating ourselves.”