Is a New Target Really Coming to Brown Deer, Wisconsin? ⋆ SprawlTag.com

The site of the long-standing Marketplace of Brown Deer, located at the northeast corner of West Brown Deer Road and North Green Bay Road, is set to transform into a major mixed-use project anchored by a 128,000-square-foot Target store. While construction hasn’t begun just yet, Target has officially confirmed the location, and the Village Board has already approved redevelopment plans.

So what’s replacing the aging retail strip, and when can Brown Deer residents expect to shop at their new Target?

The Marketplace That Was

Originally built sometime between 1963 and 1971, the Marketplace of Brown Deer served as a retail hub for over 50 years. Aerial imagery from HistoricAerials.com shows farmland at the site in 1963, and then a fully developed shopping center by 1971. Over the decades, it housed well-known retailers like Kohl’s, Burlington, OfficeMax, and others.

This 2019 image shows the former Off/Aisle by Kohl’s store at the Marketplace of Brown Deer, one of several retailers that occupied the aging shopping center before its demolition plans were approved.

But like many suburban shopping centers, the property eventually lost steam. Several stores, including OfficeMax, Dollar Tree, and Burlington, have closed or relocated over the years, leaving significant vacancies throughout the site. With the decline came opportunity—an opening to reimagine the land for modern retail and residential needs.

What’s Coming to Riverside Landing

The new development is called Riverside Landing, designed by Simonson & Associates Architects and led by Woodsonia Real Estate. The project includes a full redevelopment of the 23-acre site into a walkable, mixed-use district. Target is the centerpiece, occupying the southeast portion of the lot.

Alongside Target, the plan features 124 residential units spread across two buildings (3- and 4-story), three new outlot retail buildings, and over 750 parking spaces. The new layout also includes pedestrian trails, bike access, and two new signalized intersections at both major roadways.

Village approval for the project came in early 2025, with construction expected to wrap by the end of 2026. Target will likely be the first building to go vertical. However, the most recent available visuals of the site date back to March 2025. As of now, there is no confirmed public imagery showing whether demolition or site work has begun. That means the current status remains uncertain until further updates are released.