5 Game-Changing Details About The Target-Anchored Mixed-Use Development Transforming Brown Deer, WI
The Village of Brown Deer is undergoing one of the most significant transformations in its history, anchored by the long-awaited return of a major retail giant. As of late
This comprehensive development is a catalytic anchor for the entire Milwaukee suburb, representing a major commitment from both private developers and the Village of Brown Deer leadership. The plan is designed to address the community’s desire for updated shopping experiences, diverse housing options, and new momentum along the crucial Brown Deer corridor. The specific features—from the size of the new Target store to the number of residential units—have been finalized, setting the stage for a new era of growth and economic vitality in the region.
The Project Profile: Key Entities and Location
The redevelopment of The Marketplace of Brown Deer is a multi-faceted project involving several key players and specific site details that define its scope and impact. Understanding these elements is essential to grasping the magnitude of this transformation.
- Project Name: The Marketplace of Brown Deer Redevelopment
- Location: The intersection of Brown Deer Road and Green Bay Avenue in Brown Deer, Wisconsin, just north of Milwaukee County.
- Anchor Tenant: Target Corporation (New Store)
- Developer/Property Management Entities: Various entities are involved in the broader Brown Deer area transformation, including Mason Asset Management (property news), F Street Development (Village 43 project), and Woodsonia Real Estate (Riverside Landing). The specific developer for the Target-anchored portion is working closely with the Village of Brown Deer.
- Local Authority: Village of Brown Deer
- Development Type: Mixed-Use (Retail, Commercial, Residential)
- Strategic Goal: To replace a mostly vacant, underused shopping center with a dynamic, modern community center, creating a "catalytic anchor" for the region.
1. The Target Store: A Massive 128,000-Square-Foot Anchor
The centerpiece of the entire mixed-use development is the new Target store, a significant investment that marks the retailer's return to the Brown Deer area after a previous location closed over a decade ago. This is not a small-format store; it is a full-scale retail experience designed to serve a wide geographic area.
The plans call for an expansive 128,000-square-foot Target store. This substantial footprint confirms the store's role as the primary economic engine and anchor for the entire Marketplace of Brown Deer redevelopment. The store is expected to offer a modern, updated shopping experience for residents of Brown Deer, Milwaukee, and surrounding communities.
The inclusion of Target is strategically vital. Large, high-traffic retailers like Target are proven drivers of economic activity, attracting other smaller businesses and providing a stable tax base for the Village. Furthermore, documents related to village meetings hinted at the scale, detailing plans for nearly 450 proposed Target parking spaces, indicating the expected customer volume and regional draw.
2. The Residential Component: 124 New Apartment Units
What truly elevates this from a simple shopping center upgrade to a mixed-use development is the integration of housing. The project is not solely focused on retail, but on creating a true live-work-shop environment, a key trend in modern suburban planning.
The current plan includes the construction of a new 124-unit apartment building on the site. This residential addition is critical for several reasons:
- Density and Foot Traffic: The new residents will provide a built-in customer base for the Target, smaller retail shops, and restaurants, ensuring consistent foot traffic and economic stability for the commercial tenants.
- Housing Diversity: It addresses a growing need for diverse housing options in the Milwaukee suburbs, offering modern rental units close to amenities.
- Mixed-Use Synergy: By combining housing and retail, the development fosters a genuine neighborhood feel, promoting walkability and reducing reliance on cars for daily errands.
This focus on housing-centric redevelopment aligns with the broader push in Brown Deer, which includes other major projects like the Village 43 housing development by F Street Development, signaling a community-wide shift toward a more dense, amenity-rich environment.
3. Beyond Target: The Broader Retail and Economic Impact
While Target is the anchor, the overall redevelopment is designed to be a comprehensive retail destination. The plans specifically mention the inclusion of smaller retail locations and restaurants alongside the big-box store.
This collection of businesses is intended to create a true Marketplace, offering complementary services and dining options that enhance the overall customer experience. The goal is to make the location a one-stop destination for both shopping and leisure, significantly boosting the local economy.
The economic impact extends beyond just sales tax revenue. Department of City Development Commissioner Lafayette Crump and other local officials have stressed the importance of generating "new momentum along the Brown Deer corridor" and creating family-sustaining jobs. By revitalizing a vacant property, the Village is securing long-term economic stability and attracting capital investment back into the community.
4. The Timeline: What to Expect in Late 2025 and 2026
Based on recent reports and property news, the project is moving out of the planning stages and into active construction and final preparation. The most current information suggests a significant milestone or opening is anticipated in the near future.
News reports from late 2025 indicate that the new Target store is one of the few confirmed new locations for Wisconsin in the 2025–2026 timeframe, highlighting its importance to the regional retail landscape. While exact grand opening dates are subject to construction timelines and permitting, the Village of Brown Deer has expressed excitement, anticipating construction work to start soon on the site, suggesting active site preparation and demolition are either underway or imminent.
The overall redevelopment of The Marketplace of Brown Deer, including the 124-unit apartment building and the smaller retail spaces, is a multi-phase undertaking. Residents can expect to see major construction activity throughout late 2025 and into 2026, culminating in the phased openings of the retail anchor and the new residential units.
5. The Context: Part of Brown Deer’s Larger Transformation
The Target-anchored project is not an isolated event; it is a critical piece of a much larger, coordinated effort to transform Brown Deer into a premier up-and-coming Milwaukee suburb. The Village is actively promoting mixed-use redevelopment to diversify its offerings and attract new residents and businesses.
Other significant projects in the area underscore this commitment:
- Village 43: This innovative housing project by F Street Development is making "great strides" and focuses on bringing new residential density to the area, complementing the housing component of the Target site.
- Riverside Landing: Another major mixed-use redevelopment underway, led by Woodsonia Real Estate, further demonstrates the Village’s commitment to replacing older, underperforming properties with vibrant, modern spaces.
This collective development push is consistent with the Brown Deer Comprehensive Plan, which advocates for housing options and incentive programs to promote mixed-use redevelopment. The plan aims to create a strong, sustainable community with new commercial development and a high quality of life. The new Target-anchored development is the most visible sign that Brown Deer is successfully executing its vision for the future.
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