View source for Dayton's

{{Short description|Defunct American department store}}
{{About|a former group of department stores|the parent company formed by the 1969 merger with [[Hudson's]]|Target Corporation}}
{{Infobox company
| name = Dayton's
| logo = Dayton's Department Store Final Logo.png
| logo_caption = 
| fate = Locations rebranded as [[Marshall Field's]] in 2001 Downtown Flagship redeveloped as [[The Dayton's Project]] in 2017
| successor = [[Marshall Field's]] (2001–2006)<br />[[Macy's]] (2006-present)
| foundation = {{start date and age|1902|06|24}}<br />[[Minneapolis, Minnesota]]
| founder = [[George Draper Dayton]]
| defunct = {{end date and age|2001|01|12}}
| location = [[Minneapolis, Minnesota|Minneapolis]], [[Minnesota]]
| industry = [[Department store]]
| key_people = 
| products = <!--some of company's notable products-->
| owner = The Dayton Family (until 1969)
| num_employees = <!--peak number of employees-->
| parent = [[Target Corporation|Dayton-Hudson Corporation<br />(later Target Corporation)]] (after 1969)
| subsid = [[Target Corporation|Target]]
}}

'''Dayton's''' was an American [[department store]] chain founded in [[Minneapolis]], [[Minnesota]], in 1902 by [[George Draper Dayton]]. It operated several local high-end department stores throughout [[Minnesota]] and the [[Upper Midwest]] for almost 100 years.<ref>{{cite web |title=History of Dayton Hudson Corporation – FundingUniverse |url=http://www.fundinguniverse.com/company-histories/dayton-hudson-corporation-history/ |access-date=2022-05-21 |website=www.fundinguniverse.com}}</ref> Although it was regionally known as a high-quality shopping destination, Dayton's is best remembered for starting the discount shopping chain [[Target Corporation|Target]]. The company was also instrumental in the history of [[Indoor shopping mall|shopping malls]], opening the first indoor shopping mall in the [[United States]]—[[Southdale Center]] in [[Edina, Minnesota]], in 1956. 

In 1969, Dayton's merged with [[Michigan]] department store chain [[Hudson's]] to form the Dayton-Hudson Corporation. The Target division of the company eventually grew so large that in 2000 the corporation was renamed the [[Target Corporation]]. Dayton-Hudson had acquired Chicago-based [[Marshall Field's]] in 1990 and Target rebranded Dayton's stores as Marshall Field's stores in 2001 in an effort to focus more on discount retailing. In 2004, Marshall Field's was purchased by May Department Stores, which subsequently merged in 2005 with Macy's, turning the remaining Marshall Field's stores into Macy's department stores. 

For most of its history, Dayton's was owned and operated by the Dayton family. The company's mark on Minnesota remains with three [[Twin Cities]] shopping malls created by Dayton's: [[Southdale Center|Southdale]], [[Rosedale Center|Rosedale]], and [[Ridgedale Center|Ridgedale]], all still standing.<ref>{{cite news |last1=Brady |first1=Tim |last2=El-Hai |first2=Jack |last3=Gihring |first3=Tim |last4=Hutton |first4=Rachel |last5=Kogan |first5=Judy |last6=Ratelle Leach |first6=Carol |last7=Lewis |first7=Courtney |last8=Rosengren |first8=John |date=2006-11-14 |title=40 Moments That Changed Minnesota |url=http://www.minnesotamonthly.com/December-2006/40-Moments-That-Changed-Minnesota/ |magazine=Minnesota Monthly |location=Minneapolis |access-date=2017-11-29}}</ref><ref>{{cite news |last=Ode |first=Kim |date=2015-09-08 |title=From Dayton's to the Dome, some names never change – at least if you've lived here forever |url=http://www.startribune.com/from-dayton-s-to-the-dome-some-names-never-change-at-least-if-you-ve-lived-here-forever/324479971/ |newspaper=Star Tribune |location=Minneapolis |access-date=2017-11-29}}</ref><ref>{{cite news |last=Prather |first=Shannon |date=2017-06-28 |title=Historians pick through former downtown Daytons |url=http://www.startribune.com/historians-pick-through-former-downtown-daytons/431435403/ |newspaper=Star Tribune |location=Minneapolis |access-date=2017-11-29 |archive-date=2017-12-01 |archive-url=https://web.archive.org/web/20171201041351/http://www.startribune.com/historians-pick-through-former-downtown-daytons/431435403/ |url-status=dead }}</ref>

==History==
[[Image:051207-MPLS-002originalDaytons.jpg|300px|right|thumb|The original, flagship Dayton's store in downtown Minneapolis, followed by Macy's until March 2017]]
[[Image:Dayton logo (1918).png|thumb|175px|The Dayton Company logo in 1918]]

===Goodfellow & Company===
Dayton's has roots in R.S. Goodfellow & Company, a [[dry goods]] business founded as Goodfellow and Eastman in 1878.<ref>Atwater, p. 757</ref>  [[George Draper Dayton]] constructed a six-story building at [[Nicollet Avenue]] and Seventh Street in 1902 and convinced Goodfellow's, then the fourth-largest department store in [[Minneapolis]],<ref>Rowley, p. 93</ref> to become the tenant.  Designed by Charles Sedgwick, the building made of brick, iron, plate glass, pressed brick and terra cotta, was one of the largest buildings in the city and had all of the latest displays and innovations, including passenger and freight elevators.<ref>{{cite web|url=https://startribune.newspapers.com/image/76283907/?terms=%22goodfellow%2Band%2Beastman%22%2B%2B%2Bdayton |title=25 Jun 1902, Page 7 - The Minneapolis Journal at Newspapers.com |publisher=Startribune.newspapers.com |date=1902-06-25 |accessdate=2022-06-05}}</ref><ref>{{cite web|url=https://startribune.newspapers.com/image/76272904/?terms=%22george%2Bd%2Bdayton%22 |title=2 Feb 1901, Page 14 - The Minneapolis Journal at Newspapers.com |publisher=Startribune.newspapers.com |date= |accessdate=2022-06-05}}</ref><ref>{{cite web|url=https://startribune.newspapers.com/image/64101784/?terms=%22george%2Bd%2Bdayton%22 |title=16 Mar 1901, Page 11 - The Minneapolis Journal at Newspapers.com |publisher=Startribune.newspapers.com |date= |accessdate=2022-06-05}}</ref>
<ref>{{cite web|url=https://startribune.newspapers.com/image/76275873/?terms=%22goodfellows%22 |title=18 Jan 1902, Page 1 - The Minneapolis Journal at Newspapers.com |publisher=Startribune.newspapers.com |date=1902-01-18 |accessdate=2022-06-05}}</ref> The Goodfellow's store opened June 24, 1902, and Reuben Simon Goodfellow retired shortly before, selling his interest to Dayton, who financed and partnered with George Loudon, F.H. Carleton, and J.B. Mosher to run the business.<ref>{{cite web|url=https://startribune.newspapers.com/image/76276962/?terms=%22george%2Bloudon%22%2B%2B%2Bdayton |title=12 Feb 1902, Page 8 - The Minneapolis Journal at Newspapers.com |publisher=Startribune.newspapers.com |date=1902-02-12 |accessdate=2022-06-05}}</ref>

===Dayton's Dry Goods===
By 1903, George Dayton had bought out one partner<ref>{{cite web|url=https://startribune.newspapers.com/image/180282962/?terms=%22george%2Bloudon%22%2B%2B%2Bdayton |title=2 May 1903, Page 6 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1903-05-02 |accessdate=2022-06-05}}</ref> and renamed the store Dayton's Dry Goods Company. At this time, the company stated it would be known as Dayton's.<ref>{{cite web|url=https://startribune.newspapers.com/image/180294160/?terms=%22j.b.%2Bmosher%22%2B%2B%2Bdayton |title=21 May 1903, Page 9 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1903-05-21 |accessdate=2022-06-05}}</ref><ref>{{cite web|url=https://startribune.newspapers.com/image/180293196/?terms=%22dayton%2Bdry%2Bgoods%22 |title=19 May 1903, Page 5 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1903-05-19 |accessdate=2022-06-05}}</ref> After the name change was completed, Dayton's operations were handled by George Dayton along with his son, Draper Dayton, and J.B. Mosher. Mosher left the company in December 1905.<ref>{{cite web|url=https://startribune.newspapers.com/image/79670568/?terms=%22j.b.%2Bmosher%22%2B%2B%2Bdayton |title=31 Dec 1905, Page 7 - The Minneapolis Journal at Newspapers.com |publisher=Startribune.newspapers.com |date=1905-12-31 |accessdate=2022-06-05}}</ref> In 1911, the name was changed again to The Dayton Company.<ref>Rowley, p. 94</ref><ref>{{cite web|url=https://startribune.newspapers.com/image/180257962/?terms=%22the%2Bdayton%2Bcompany%22 |title=19 May 1911, Page 12 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1911-05-19 |accessdate=2022-06-05}}</ref>

==Dayton's==
Dayton's officially became The Dayton Company in 1911, and also purchased the property at Nicollet and Eighth Street in downtown Minneapolis to expand Dayton's retail footprint.<ref>{{cite web|url=https://startribune.newspapers.com/image/180256542/?terms=%22the%2Bdayton%2Bcompany%22 |title=13 May 1911, Page 6 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1911-05-13 |accessdate=2022-06-05}}</ref> By 1929, the downtown location consisted of three buildings: the original building from 1902 and two additions from 1913 and 1929, totaling about a million square feet.<ref>{{cite web|url=https://startribune.newspapers.com/image/254192487/?terms=macy%27s%20ridgedale&match=1 |title=22 Oct 2016, Page A8 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date= |accessdate=2022-06-05}}</ref>

Draper Dayton died unexpectedly at the age of 43 in 1923.<ref>{{cite web|url=https://startribune.newspapers.com/image/178918885/?terms=draper%2Bdayton; |title=26 Jul 1923, Page 1 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1923-07-26 |accessdate=2022-06-05}}</ref> Dayton's founder, George Draper Dayton, died in 1938;<ref>{{cite web|url=https://startribune.newspapers.com/image/182685122/?terms=george%2Bdayton |title=19 Feb 1938, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1938-02-19 |accessdate=2022-06-05}}</ref> and his surviving son, George Nelson Dayton, succeeded him as president of the company.<ref>{{cite web|url=https://startribune.newspapers.com/image/182438416/?terms=nelson%2Bdayton |title=13 Apr 1938, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1938-04-13 |accessdate=2022-06-05}}</ref>

===1940s and 1950s===
Expanding its downtown Minneapolis location in 1947, Dayton's added four floors to the existing eight-story building, bringing the total retail space to 12 floors, at a cost over $2 million (~${{Format price|{{Inflation|index=US-GDP|value=2000000|start_year=1947}}}} in {{Inflation/year|US-GDP}}).<ref>{{cite web|url=https://startribune.newspapers.com/image/179492350/?terms=dayton%27s%2Bexpansion |title=24 Aug 1947, Page 15 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1947-08-24 |accessdate=2022-06-05}}</ref>

In 1949, on the hunt for new and different items for its clientele, Dayton's accepted several ''[[Cootie (game)|Cootie]]'' games on consignment from its inventor, Minnesota resident William "Herb" Schaper.<ref>*1949: Dayton's accepts several ''[[Cootie (game)|Cootie]]'' games on consignment from William "Herb" Schaper.</ref> The games sold very well, and reorders were placed. Dayton's sold 5,500 Cootie games between Thanksgiving and Christmas, and the Game of Cootie was on its way to becoming a classic.<ref>{{cite web|url=https://startribune.newspapers.com/image/183726492/?terms=%22dayton%27s%22%2B%2B%2B%22cootie%22 |title=13 Sep 1953, Page 35 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1953-09-13 |accessdate=2022-06-05}}</ref>

Dayton's president George Nelson Dayton died at the age of 63 in 1950, 12 years after becoming president.<ref>{{cite web|url=https://startribune.newspapers.com/image/182438416/?terms=g%2Bnelson%2Bdayton |title=13 Apr 1938, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1938-04-13 |accessdate=2022-06-05}}</ref><ref>{{cite web|url=https://startribune.newspapers.com/image/180808943/?terms=g%2Bnelson%2Bdayton |title=1 Apr 1950, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1950-04-01 |accessdate=2022-06-05}}</ref> One of the five sons of George Nelson Dayton, Donald C. Dayton, was named president of Dayton's at that time, thus becoming the third-generation family member with the Dayton surname to helm the department store.<ref>{{cite web|url=https://startribune.newspapers.com/image/180810278/?terms=%22donald%2Bc%2Bdayton%22 |title=12 Apr 1950, Page 17 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1950-04-12 |accessdate=2022-06-05}}</ref> George Nelson Dayton's five sons each inherited 20% of the business after the death of their father; all are credited with managing and expanding Dayton's into the modern retail era, along with the creation of Target Corporation, changing the dynamics of retail in not only Minnesota but also nationwide.<ref>{{cite web|url=https://startribune.newspapers.com/image/250758079/?terms=five%20dayton%20brothers&match=1 |title=14 Nov 2015, Page A1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=2015-11-14 |accessdate=2022-06-05}}</ref>

In August 1952, Dayton's announced the acquisition of Knowlton Company in downtown [[Rochester, Minnesota]]. Knowlton had been in business since 1848, and became Dayton's second store;<ref>{{cite web|url=https://startribune.newspapers.com/image/187692451/?terms=%22dayton%27s%22%2Bknowlton%27s |title=9 Aug 1952, Page 9 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1952-08-09 |accessdate=2022-06-05}}</ref> thus the beginning of Dayton's establishing itself as a department [[chain store]] company. After almost two years of expansion and renovations, the Rochester Dayton's opened in March 1954.<ref>{{cite web|url=https://startribune.newspapers.com/image/187724459/?terms=dayton%27s%20%2B%20rochester&match=1 |title=4 Mar 1954, Page 25 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1954-03-04 |accessdate=2022-06-05}}</ref>

Dayton's pending development of its first shopping center, [[Southdale Center]], was announced in June 1952.<ref name="newspapers1">{{cite web|url=https://startribune.newspapers.com/image/187592470/?terms=southdale |title=17 Jun 1952, Page 1 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1952-06-17 |accessdate=2022-06-05}}</ref> Southdale was planned, conceived, constructed, and owned by the Dayton Company.<ref>{{cite web|url=https://startribune.newspapers.com/image/202716228/?terms=dayton%27s |title=2 Jan 1957, Page 14 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1957-01-02 |accessdate=2022-06-05}}</ref> Southdale became the first fully enclosed, climate-controlled shopping mall in the United States, changing the retail landscape. Dayton's purchased 500 acres in [[Edina, Minnesota]], to construct the historic $10 million (~${{Format price|{{Inflation|index=US-GDP|value=10000000|start_year=1956}}}} in {{Inflation/year|US-GDP}}) complex, which opened in 1956 with around 50 shops.<ref name="newspapers1"/> 40,000 visitors attended the grand opening of the mall <ref>{{Cite news|url=https://www.nytimes.com/1956/10/09/archives/40000-visitors-see-new-stores-weatherconditioned-shoping-center.html|title = 40,000 VISITORS SEE NEW STORES; Weather-Conditioned Shopping Center Opens|newspaper = The New York Times|date = 9 October 1956}}</ref> and immediately its success exceeded all expectations.<ref>{{cite web|url=https://startribune.newspapers.com/image/178784254/?terms=southdale%2B%2B%2Bsuccess |title=23 Nov 1956, Page 46 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1956-11-23 |accessdate=2022-06-05}}</ref> Southdale became Dayton's third store; it was the company's second location and first in a series of shopping centers in the Twin Cities.

In November 1954, Dayton's announced it had acquired Fantle Bros. Department Store in [[Sioux Falls, South Dakota]]. This marked the first purchase and location for a Dayton's-owned store outside of Minnesota, but it kept the Fantle name instead of converting to the Dayton's nameplate.<ref>{{cite web|url=https://startribune.newspapers.com/image/187771494/?terms=fantle%27s |title=12 Nov 1954, Page 1 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1954-11-12 |accessdate=2022-06-05}}</ref>

In 1955, Dayton's announced the acquisition of land in [[Brooklyn Center, Minnesota]], for a shopping mall.<ref>{{cite web|url=https://startribune.newspapers.com/image/183003725/?terms=dayton%27s%2B%2B%2B%22brooklyn%2Bcenter%22 |title=30 Jun 1955, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1955-06-30 |accessdate=2022-06-05}}</ref> Before the opening of Southdale Center, Dayton's was planning to construct a second shopping center called Northdale, but the name was changed to Brookdale. Brookdale was not scheduled to be constructed immediately.

In June 1958, Dayton's announced plans with the [[Radisson Hotels]], adjacent to the downtown store, to construct a joint [[parking ramp]] for customers and guests of both companies and downtown visitors in general.  The ramp was constructed to accommodate 750 cars, which did not make it the largest in town, but was designed for quick and convenient accessibility for patrons to both properties.<ref>{{cite web|url=https://startribune.newspapers.com/image/188381737/?terms=dayton%27s%2Bparking%2Bramp |title=21 Jun 1958, Page 6 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1958-06-21 |accessdate=2022-06-05}}</ref>

[[File:Classic 1950s Dayton's logo.jpg|thumb|Modern retro signage of 1950s logo]]

Also in 1958, Dayton's merged with Schuneman's Department Store in [[Saint Paul, Minnesota]].<ref>{{cite web|url=https://startribune.newspapers.com/image/187710152/ |title=28 Nov 1958, Page 1 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1958-11-28 |accessdate=2022-06-05}}</ref> Dayton's also announced it had acquired choice retail property in downtown St. Paul to construct a new store in the future. The Dayton's-Schuneman's store continued operations in the Schuneman's building. Schuneman's was thought to have annual sales of $12-$15 million at the time, while Dayton's was thought to be around $80 million. By early 1960, Dayton's owned all property on the block fronted by Wabasha, Cedar, and 6th and 7th Streets in St. Paul.<ref>{{cite web|url=https://startribune.newspapers.com/image/183501534/?terms=schuneman%27s |title=6 Feb 1960, Page 19 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1960-02-06 |accessdate=2022-06-05}}</ref>

===1960s===
In February 1962, after acquiring additional property needed to expand in St. Paul, Dayton's announced the plans for a new five-story building and parking ramp for 650 cars, all located in one structure.<ref>{{cite web|url=https://startribune.newspapers.com/image/188192158/?terms=schuneman%27s |title=9 Feb 1962, Page 1 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1962-02-09 |accessdate=2022-06-05}}</ref>

[[Brookdale Center]] opened in Brooklyn Center in March 1962.<ref>{{cite web|url=https://startribune.newspapers.com/image/183506883/?terms=brookdale |title=4 Mar 1962, Page 85 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1962-03-04 |accessdate=2022-06-05}}</ref> Planned before the successful opening of Southdale Center, Brookdale was the second shopping center developed by Dayton's, and further expanded its retail footprint into the growing suburbs. Dayton's was to construct and open a 195,000 sq ft Dayton's store at Brookdale in phase two of construction, opening in July 1966.<ref>{{cite web|url=https://startribune.newspapers.com/image/184611776/?terms=%22donaldson%27s%22%2B%2B%2Bbrookdale |title=31 Jul 1966, Page 49 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1966-07-31 |accessdate=2022-06-05}}</ref>

The new St. Paul store opened in August 1963 with 380,000 sq ft of retail space in five stories, taking up an entire city block. The estimated cost of the new project was $14 million. The old Dayton's-Schuneman building across the street was razed for new development.<ref>{{cite web|url=https://startribune.newspapers.com/image/184858698/?terms=dayton%27s%2Bwabasha |title=4 Aug 1963, Page 55 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1963-08-04 |accessdate=2022-06-05}}</ref>

By 1964, Dayton's had become the second-largest privately owned department-store chain in the country, with sales estimated to be at least $130 million (~${{Format price|{{Inflation|index=US-GDP|value=130000000|start_year=1964}}}} in {{Inflation/year|US-GDP}}) annually.<ref>{{cite web|url=https://startribune.newspapers.com/image/179000614/?terms=dayton%27s%20%2B%20brookdale%20%2B%20southdale&match=1 |title=15 Dec 1964, Page 29 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1964-12-15 |accessdate=2022-06-05}}</ref>

Dayton's announced its third shopping center development in 1966, [[Rosedale Center]].<ref>{{cite web|url=https://startribune.newspapers.com/image/184611062/?terms=%22donaldson%27s%22%2B%2B%2Bbrookdale |title=23 Jul 1966, Page 9 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1966-07-23 |accessdate=2022-06-05}}</ref> The name continued the convention of "Dale" with the complex located in [[Roseville, Minnesota]], a suburb of St. Paul. Rosedale Center opened in August 1969 and became the location of the sixth Dayton's store. This large Dayton's location had three stories, employed more than 600 people, and had 190,000 sq ft of retail space.<ref>{{cite web|url=https://startribune.newspapers.com/image/184645741/?terms=rosedale%2B-cemetery |title=1 Aug 1969, Page 13 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1969-08-01 |accessdate=2022-06-05}}</ref>

Fantle's Department Store in [[Sioux Falls, South Dakota]], was sold by Dayton's, 13 years after purchasing it in 1967. Fantle's had never converted to the Dayton's name, and Dayton's said the reason for the sale was that the company wanted to concentrate on stores in major metropolitan areas.<ref>{{cite web|url=https://startribune.newspapers.com/image/184841547/?terms=fantle |title=18 Mar 1967, Page 9 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1967-03-18 |accessdate=2022-06-05}}</ref> However, Dayton's returned to Sioux Falls with a store bearing its own nameplate 11 years later.

In the '60s, Dayton's was one of the first retailers to recognize the buying power of the teen market, and it aggressively pursued it with youth-oriented merchandise, concerts, and attractions. From 1962 to 1966, it hosted a weekly teen dance with live music in the 8th-floor auditorium, attracting up to 5,000 teens per week. In 1966, it spearheaded a "Super Youthquake" movement at area Dayton's stores featuring the latest fashions and music, with artists including [[Simon & Garfunkel]] and [[The Yardbirds]].<ref>{{cite web|url=https://twincitiesmusichighlights.net/venues/daytons/|title = Dayton's – Twin Cities Music Highlights| date=9 March 2017 }}</ref> The Yardbirds' appearance at Dayton's was the first U.S. tour date played by [[Jimmy Page]]. Dayton's efforts paid off, and in 1965, it won ''Seventeen'' magazine's award for outstanding youth retail. Dayton's captured and enjoyed a trendsetter reputation, which contributed greatly to its success and standing apart from other area retailers.<ref>{{cite web|url=https://startribune.newspapers.com/image/184669421/?terms=top%2Bretailers%2Bdayton%27s |title=19 Sep 1965, Page 59 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1965-09-19 |accessdate=2022-06-05}}</ref>

In August 1967, Dayton's changed its name to "The Dayton Corporation", added outside members to its board (increasing the board to 12 persons), and prepared for its first public stock offering.<ref>{{cite web|url=https://startribune.newspapers.com/image/184868314/?terms=dayton%27s%20%2B%20%22public%20offering%22&match=1 |title=24 Aug 1967, Page 12 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1967-08-24 |accessdate=2022-06-05}}</ref> The Dayton family still owned an estimated 85% of the corporation's stock after the initial public offering in October of that year,<ref>{{cite web|url=https://startribune.newspapers.com/image/188356215/?terms=dayton%27s%20%2B%20%22public%20offering%22&match=1 |title=19 Sep 1967, Page 35 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1967-09-19 |accessdate=2022-06-05}}</ref> and still owned 43% of the stock by 1977.<ref>{{cite web|url=https://startribune.newspapers.com/image/186829050/?terms=%22kenneth%20dayton%22%20%2B%20stock&match=1 |title=10 Mar 1977, Page 9 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1977-03-10 |accessdate=2022-06-05}}</ref>

The 1960s closed with the merger of The Dayton Corporation and J.L. Hudson (Hudson's) of [[Detroit, Michigan]].<ref>{{cite web|url=https://startribune.newspapers.com/image/184653383/?terms=dayton%2Bhudson |title=20 May 1969, Page 8 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1969-05-20 |accessdate=2022-06-05}}</ref> At the time of acquisition, J.L. Hudson was the nation's largest independently owned department-store company. Upon realization of the merger, [[Dayton Hudson Corporation]] became the 14th-largest nonfood retailer in the U.S., with combined sales over $800 million.

====[[Target Stores]]====
In an announcement made in July 1961, Dayton's entered a new era of shopping with a discount store chain to operate separately from Dayton's department stores. The new chain  constructed stores in the Twin Cities area, and each store  featured about 125,000 sq ft of retail space. This move was the first by a department store chain in the upper Midwest to enter the discount retailing field.<ref>{{cite web|url=https://startribune.newspapers.com/image/183482683/ |title=9 Jul 1961, Page 30 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1961-07-09 |accessdate=2022-06-05}}</ref> Named Target,<ref>{{cite web|url=https://startribune.newspapers.com/image/183481337/ |title=1 Oct 1961, Page 59 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1961-10-01 |accessdate=2022-06-05}}</ref> the new stores would become the model for continued success by U.S. retailers, in a class by itself, even as it approached its 60th anniversary.<ref>{{cite news | url=https://www.bloomberg.com/news/articles/2019-11-23/in-a-class-by-itself-how-target-became-the-model-in-u-s-retail | title=In a Class by Itself: How Target Became the Model in U.S. Retail | newspaper=Bloomberg.com | date=23 November 2019 }}</ref> Its success was so great that, in time, Target Corporation survived Dayton's, the original parent company.

The first Target store opened in May 1962 in Roseville, Minnesota, a suburb of St. Paul, Minnesota.<ref>{{cite web|url=https://startribune.newspapers.com/image/183503654/?terms=target%2Broseville |title=27 Jan 1962, Page 8 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1962-01-27 |accessdate=2022-06-05}}</ref> Rapidly expanding, by the end of the year there were four Target stores, with locations in Roseville, [[Crystal, Minnesota|Crystal]], [[Duluth, Minnesota|Duluth]], and [[St. Louis Park, Minnesota]].<ref>{{cite web|url=https://startribune.newspapers.com/image/188056584/?terms=target%2Broseville |title=25 Oct 1962, Page 58 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1962-10-25 |accessdate=2022-06-05}}</ref>

====B. Dalton====
[[B. Dalton]] Booksellers was announced in April 1966 as a new book-store chain to be launched and wholly owned by Dayton's.<ref>{{cite web|url=https://startribune.newspapers.com/image/188295912/ |title=28 Apr 1966, Page 1 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1966-04-28 |accessdate=2022-06-05}}</ref> After research, Dayton's believed book stores would be a successful merchandising field for the company, due in part to the increase in education and disposable income of Americans. Named after [[Bruce Dayton]], the head of Dayton's at the time (and one of George Nelson Dayton's five sons),<ref>{{cite web|url=https://www.twincities.com/2015/11/13/bruce-dayton-target-co-founder-and-retail-tycoon-dies-at-97/|title = Bruce Dayton, Target co-founder and retail tycoon, dies at 97|date = 13 November 2015}}</ref> Dayton's intent from the beginning was for B. Dalton to be a national book-store chain, with locations across the U.S. In 1966, the average book-store chain's retail footprint per store was roughly 2,500–2,900 sq ft; B. Dalton's first store was to be 7,200 sq ft. In August 1966, the first [[B. Dalton Bookseller]], in the Dayton-owned Southdale Center in suburban Edina, opened.<ref name="reluctant">{{cite book |author=Laura J. Miller |title=Reluctant Capitalists: Bookselling and the Culture of Consumption |date=15 September 2008 |url=https://books.google.com/books?id=KxbZz3FPcH0C&q=%22b+dalton%22+%22Dayton+hudson&pg=PA46 |pages=46–47 |publisher=University of Chicago Press |isbn=9780226525921 |access-date=2009-10-12}}</ref><ref>{{cite web|url=https://startribune.newspapers.com/image/184563193/?terms=b%2Bdalton |title=2 Aug 1966, Page 6 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1966-08-02 |accessdate=2022-06-05}}</ref> Expansion developed quickly, with the next store in the chain opening in February 1967 in St. Louis, Missouri;  another six stores were planned at that time.<ref>{{cite web|url=https://startribune.newspapers.com/image/188110697/?terms=%22b%20dalton%22&match=1 |title=6 Feb 1967, Page 11 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1967-02-06 |accessdate=2022-06-05}}</ref>

==Dayton Hudson Corporation Years==
[[File:Dayton's logo 1974.svg|thumb|Logo in 1974, featuring "amaranth"<ref name="ST - logo reuse">{{cite news |last1=Ewoldt |first1=John |date=January 22, 2020 |title=Stamped on Target's new athleticwear: an homage to its parent, Dayton's |url=https://www.startribune.com/stamped-on-target-s-new-athleticwear-an-homage-to-its-parent-dayton-s/567179042/?refresh=true |access-date=April 27, 2022 |work=Star Tribune}}</ref> mark used from 1968 to 1989]]

===1970s===
The bombing of the women's restroom at the St. Paul store occurred in 1970.<ref>{{cite web|url=https://startribune.newspapers.com/image/184889492/ |title=23 Aug 1970, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1970-08-23 |accessdate=2022-06-05}}</ref> Another, larger bomb was found nearby, but failed to detonate. A juvenile, 15 years old at the time of the bombing, was convicted of the crime.<ref>{{cite web|url=https://startribune.newspapers.com/image/185672394/ |title=2 Mar 1971, Page 7 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1971-03-02 |accessdate=2022-06-05}}</ref><ref>{{cite web|url=https://www.minnpost.com/politics-policy/2010/08/man-convicted-1970-terrorist-bombing-st-paul-daytons-store-dies-washington-d/|title=Man convicted of 1970 terrorist bombing at St. Paul Dayton's store dies in Washington, D.C.|date=11 August 2010}}</ref>

Ridgedale, the fourth of the Dayton's "Dales" shopping centers in the Twin Cities, along with a Ridgedale Dayton's store, were announced in January 1972,<ref>{{cite web|url=https://startribune.newspapers.com/image/193965045/?terms=%22dayton%2Bhudson%22 |title=25 Jan 1972, Page 1 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1972-01-25 |accessdate=2022-06-05}}</ref> amid concern over what was described as "an ecologically destructive project."<ref>{{cite web|url=https://startribune.newspapers.com/image/185888073/?terms=%22dayton%2Bhudson%22 |title=15 May 1972, Page 13 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1972-05-15 |accessdate=2022-06-05}}</ref><ref>{{cite web|url=https://startribune.newspapers.com/image/185886270/?terms=%22dayton%2Bhudson%22 |title=28 May 1972, Page 14 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1972-05-28 |accessdate=2022-06-05}}</ref> After pressure by environmental groups, Dayton's moved ahead with construction, but shelved plans to further develop a new road by the property, and agreed to a [[Moratorium (law)|moratorium]] on further development in the area until at least 1980.<ref>{{cite web|url=https://startribune.newspapers.com/image/186339316/?terms=ridgedale%2Benvironmental |title=28 Jul 1974, Page 47 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1974-07-28 |accessdate=2022-06-05}}</ref> The shopping center, along with the new Dayton's store, opened in July 1974, and became the final "Dale" location.

Dayton's moved its Rochester store from downtown to Rochester's new Apache Mall in 1972. The mall had been open for a short time when Dayton's decided to leave the downtown area and construct a new 150,000 sq. ft. store at the mall. At that time, Apache Mall was the third-largest shopping center in Minnesota and the largest outside of the Twin Cities area.<ref>{{cite web|url=https://startribune.newspapers.com/image/185701849/?terms=dayton%27s%20%2B%20%22apache%20mall%22&match=1 |title=16 Jan 1972, Page 119 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1972-01-16 |accessdate=2022-06-05}}</ref><ref>{{cite web|url=https://startribune.newspapers.com/image/184887785 |title=4 Oct 1970, Page 41 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1970-10-04 |accessdate=2022-06-05}}</ref> Dayton's move was considered a tipping point in the movement of retail commerce away from downtown Rochester.

Previously announced in 1971,<ref>{{cite web|url=https://startribune.newspapers.com/image/190038419/?terms=dayton%27s%20fargo%20%22west%20acres%22&match=1 |title=9 Nov 1971, Page 15 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1971-11-09 |accessdate=2022-06-05}}</ref> the first Dayton's store outside of Minnesota opened in August 1973 in [[Fargo, North Dakota]].<ref>{{cite web|url=https://startribune.newspapers.com/image/189939871/?terms=dayton%27s%20%2B%20%22west%20acres%22&match=1 |title=1 Aug 1973, Page 42 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1973-08-01 |accessdate=2022-06-05}}</ref> The $5 million store was one of the anchors of the newly constructed [[West Acres Shopping Center]], contained about 100,000 sq ft of retail space, and employed close to 200 people.

[[Crossroads Center (St. Cloud, Minnesota)|Crossroads Center]] in [[St. Cloud, Minnesota]], opened in 1966 with [[Sears]] and [[J.C. Penney]] as anchors.<ref name="sctimes1">{{cite web|url=https://www.sctimes.com/story/life/2014/08/29/happy-thto-unbuildable-crossroads/14792127/|title = Happy 50th to the 'unbuildable' Crossroads}}</ref> The shopping center underwent an expansion in 1976, adding an additional 200,000 sq ft of retail space, resulting in the inclusion of a new Dayton's store, marking its entrance in the St. Cloud market.<ref name="sctimes1"/> The St. Cloud Dayton's store opened in July 1976.<ref>{{cite web|url=https://startribune.newspapers.com/image/189793349/?terms=%22crossroads%20center%22%20%2B%20%22st%20cloud%22&match=1 |title=27 Jul 1976, Page 40 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1976-07-27 |accessdate=2022-06-05}}</ref>

Dayton's agreed in 1973<ref>{{cite web|url=http://burnsvillehistory.org/cpg/displayimage.php?album=search&cat=0&pid=18721#top_display_media|title=Error - Burnsville Historical Society Archives}}</ref> to join the planned [[Homart Development Company]]'s [[Burnsville Center]] shopping center project to be built in [[Burnsville, Minnesota]].<ref>{{Cite web |last=Schmidt |first=Judy |date=June 30, 1976 |title=$30,000,000 Burnsville Center |url=https://burnsvillehistory.org/cpg/albums/userpics/10002/BV_Center__30million.pdf |access-date=19 Oct 2025 |website=burnsvillehistory.org}}</ref> This was an unusual plan of action for Dayton's, as this would be its first location in a Twin Cities area shopping center not developed, owned, or managed by Dayton Hudson Corporation. The 180,000 sq ft Burnsville store became Dayton's 10th location<ref name="newspapers2">{{cite web|url=https://startribune.newspapers.com/image/186859291/?terms=%22dayton%27s%22%20%2B%20%22empire%20mall%22&match=1 |title=29 Jun 1977, Page 13 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1977-06-29 |accessdate=2022-06-05}}</ref> when it opened in July 1977.<ref>{{cite web|url=https://startribune.newspapers.com/image/186824850/ |title=3 Aug 1977, Page 43 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1977-08-03 |accessdate=2022-06-05}}</ref><ref>{{cite web|url=http://burnsvillehistory.org/cpg/displayimage.php?album=search&cat=0&pid=18719#top_display_media|title=Error - Burnsville Historical Society Archives}}</ref>

In September 1976, Dayton-Hudson Corporation announced the development of a new shopping center and Dayton's store to be built in [[Grand Forks, North Dakota]].<ref>{{cite web|url=https://startribune.newspapers.com/image/191299381/?terms=dayton%27s%20%2B%20%22columbia%20mall%22&match=1 |title=22 Sep 1976, Page 38 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1976-09-22 |accessdate=2022-06-05}}</ref> This was the company's first shopping center to be developed and constructed in [[North Dakota]]. The [[Columbia Mall (Grand Forks)]] opened in 1978,<ref>{{cite web|url=https://vintagenewsdaily.com/inside-the-daytons-grand-forks-in-the-early-1980s-through-amazing-pics/|title = Inside the Dayton's Grand Forks in the Early 1980s Through Amazing Pics|date = 10 April 2020}}</ref> and while Dayton-Hudson remained at the mall, the company did not own the shopping center for long, selling it one year later.<ref>{{cite web|url=https://startribune.newspapers.com/image/186959387/?terms=dayton%27s%20%2B%20%22columbia%20mall%22&match=1 |title=26 Jun 1979, Page 11 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1979-06-26 |accessdate=2022-06-05}}</ref>

Dayton's had not owned a store in Sioux Falls since selling Fantle's Department Store in 1967. In 1977, Dayton's announced the construction of a new Sioux Falls store, which would become the first with the Dayton's nameplate in South Dakota.<ref name="newspapers2"/> The Sioux Falls market was chosen for a Dayton's location based on the familiarity of the Dayton's name with area residents, and because 1,500 Dayton's credit-card account holders resided in the area, though the closest Dayton's was about 250 miles away.<ref>{{cite web|url=https://www.newspapers.com/image/229624050/?terms=dayton%27s |title=17 Apr 1978, Page 88 - Argus-Leader at |publisher=Newspapers.com |date=1978-04-17 |accessdate=2022-06-05}}</ref> The new Dayton's location contained about 100,000 sq ft of retail space and $3 million (~${{Format price|{{Inflation|index=US-GDP|value=3000000|start_year=1978}}}} in {{Inflation/year|US-GDP}}) in inventory when it opened at the [[Empire Mall]] in July 1978. It was also a unique store for Dayton's because it did not have the larger furniture, drapery, and carpet departments like its [[Minnesota]] counterparts, and was considered Dayton's most forward store in design and décor at the time of its opening.<ref>{{cite web|url=https://www.newspapers.com/image/229647202/?terms=dayton%27s |title=23 Jul 1978, Page 58 - Argus-Leader at |publisher=Newspapers.com |date=1978-07-23 |accessdate=2022-06-05}}</ref>

In 1978, Bob Dayton, son of former Dayton's president Donald Dayton, walked away from his executive position to purchase a competing retailer, Harold, located just down the street on [[Nicollet Mall]] from Dayton's flagship store in Minneapolis.<ref>{{cite web|url=https://startribune.newspapers.com/image/186792809 |title=23 Jul 1978, Page 43 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1978-07-23 |accessdate=2022-06-05}}</ref> Harold was a high-end women's retailer in Minneapolis, and had been experiencing declining sales in recent years, due in part to previous absentee ownership. Bob Dayton had grown bored at Dayton's and was excited by the opportunity to purchase Harold, and go head-to-head against the business his great grandfather founded. Besides owning Harold, he also developed The Conservatory, a retail shopping center on Nicollet Mall directly across the street from Dayton's, and which was ultimately deemed a failure and demolished.<ref>{{cite web|url=https://startribune.newspapers.com/image/250743331 |title=21 Jan 2016, Page D2 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=2016-01-21 |accessdate=2022-06-05}}</ref> Harold went out of business in 1990.<ref>{{cite web|url=https://startribune.newspapers.com/image/192292317/?terms=harold%2Bconservatory%2Bjune%2B29 |title=29 Jun 1990, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1990-06-29 |accessdate=2022-06-05}}</ref>

Dayton's continued to expand and announced its fifth shopping center, and first [[Wisconsin]] Dayton's store, in 1978.<ref>{{cite web|url=https://startribune.newspapers.com/image/192496970/?terms=dayton%27s%2B%22valley%2Bview%2Bmall%22 |title=18 Jan 1978, Page 33 - The Minneapolis Star at Newspapers.com |publisher=Startribune.newspapers.com |date=1978-01-18 |accessdate=2022-06-05}}</ref> This would be its first shopping center to be built outside Minnesota, and would be located in [[La Crosse, Wisconsin]]. [[Valley View Mall (La Crosse, Wisconsin)]] opened in July 1980, with Dayton's as one of the four anchor stores.<ref>{{cite web|url=https://lacrossetribune.com/news/local/places-of-the-past-the-early-years-of-valley-view-mall/collection_3f885996-7ca2-596e-ad27-fb5911b5f0ec.html#1|title = Places of the Past: The early years of Valley View Mall in la Crosse| date=8 March 2022 }}</ref>

In March 1978, Dayton's relocated its Home Store from Southdale Center to a newly constructed store nearby, also in Edina.<ref>{{cite web|url=https://startribune.newspapers.com/image/186849374/?terms=dayton%27s%20%2B%20%22home%20store%22%20%2B%20edina&match=1 |title=18 Feb 1978, Page 36 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1978-02-18 |accessdate=2022-06-05}}</ref> This was unusual in that the Dayton's Home Store was no longer located within the same mall as the Dayton's store.

===1980s===
Kenneth Dayton, the last of the five Dayton brothers still affiliated with Dayton's, responsible for leading and guiding the company through the modern era, announced his retirement in June 1983.<ref>{{cite web|url=https://startribune.newspapers.com/image/188292987/?terms=%22kenneth%20dayton%22&match=1 |title=14 Jun 1983, Page 15 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1983-06-14 |accessdate=2022-06-05}}</ref> His retirement resulted for the first time in the company's history that a Dayton family member would no longer be employed by Dayton's.

Dayton's third North Dakota store was announced in November 1984.<ref>{{cite web|url=https://startribune.newspapers.com/image/189596625/?terms=dayton%27s%20bismarck&match=1 |title=18 Nov 1984, Page 80 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1984-11-18 |accessdate=2022-06-05}}</ref> The store, located in [[Bismarck, North Dakota]], at the [[Kirkwood Mall]], was the site of a former [[F.W. Woolworth Company]], later [[Woolco]]. The Bismarck store opened on August 1, 1985.<ref>{{cite web|url=https://www.newspapers.com/image/345939530/?terms=dayton%27s |title=4 Aug 1985, 44 - The Bismarck Tribune at |publisher=Newspapers.com |date=1985-08-04 |accessdate=2022-06-05}}</ref><ref>{{cite web|url=https://bismarcktribune.com/news/local/marshall-fields-to-close-this-summer/article_4bd9fb93-6084-51d7-9b29-4ce9f443964d.html|title = Marshall Field's to close this summer| date=4 May 2005 }}</ref>

Dayton's was a trendsetter in the marketing of exclusive plush animals available during the holiday season.<ref>{{cite web|url=https://startribune.newspapers.com/image/195256786 |title=23 Dec 1994, Page 33 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1994-12-23 |accessdate=2022-06-05}}</ref> In 1985, it introduced Santabear, a toy bear so hugely popular that it generated $300 million (~${{Format price|{{Inflation|index=US-GDP|value=300000000|start_year=1985}}}} in {{Inflation/year|US-GDP}}) in sales within nine years. Its success inspired other retailers such as Macy's, Walmart, and Dayton's sibling Target Corporation to introduce their own holiday plush animals to bring customers into their stores during the holidays.

In July 1988, Dayton's announced future expansion by building larger stores for its Southdale and Rosedale locations,<ref>{{cite web|url=https://startribune.newspapers.com/image/191121250/?terms= |title=19 Jul 1988, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1988-07-19 |accessdate=2022-06-05}}</ref> the first Dayton's construction since the opening of the Bismarck store in 1985. This expansion was seen as a response to the planned [[Mall of America]] to be constructed in nearby [[Bloomington, Minnesota]]. The new Dayton's stores were to be constructed next to the existing stores, which would be renovated to accommodate 50 new retailers at Southdale and 30 new retailers at Rosedale.

===1990s===
In April 1990, [[Marshall Field's]] was acquired from [[Batus Inc.]] by the department-store division of the Dayton–Hudson Corporation in a $1.04 billion (~${{Format price|{{Inflation|index=US-GDP|value=1040000000|start_year=1990}}}} in {{Inflation/year|US-GDP}}) deal.<ref>{{cite web|url=https://startribune.newspapers.com/image/192329290/?terms=marshall%20field%27s&match=1 |title=20 Apr 1990, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1990-04-20 |accessdate=2022-06-05}}</ref> The new ownership planned to retain the Marshall Field's name, as it was well-known and well-respected.

Dayton's again expanded into Wisconsin, and opened a new store in August 1991 in [[Eau Claire, Wisconsin]], at [[Oakwood Mall (Eau Claire, Wisconsin)|Oakwood Mall]].<ref>{{cite web|url=https://startribune.newspapers.com/image/192358901/?terms=dayton%27s%20%2B%20%22eau%20claire%22&match=1 |title=12 Aug 1991, Page 29 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1991-08-12 |accessdate=2022-06-05}}</ref> After previously announcing its intentions in 1988,<ref>{{cite web|url=https://startribune.newspapers.com/image/191111955/?terms=dayton%27s%20%2B%20%22fox%20river%22&match=1 |title=7 Sep 1988, Page 38 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1988-09-07 |accessdate=2022-06-05}}</ref> Dayton-Hudson also opened a new Dayton's in the summer of 1991 in [[Appleton, Wisconsin]], at [[Fox River Mall]], after closing a nearby Marshall Field's location.<ref>{{cite web|url=https://startribune.newspapers.com/image/180294342/?terms=dayton%27s%20%2B%20appleton&match=1 |title=19 Mar 1991, Page 28 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1991-03-19 |accessdate=2022-06-05}}</ref>

With the opening of the nearby Mall of America in 1992,  Dayton's is thought to have struck a deal with Equitable Real Estate Investment Management Inc, the owners of both Southdale Center and Rosedale Center. In exchange for Dayton's agreement to stay put at both malls and not defect to the Mall of America, Equitable gave Dayton's $40 million to construct two larger stores at both Southdale and Rosedale, and Dayton's gave Equitable its two old stores, which were renovated into mall space.<ref>{{cite web|url=https://startribune.newspapers.com/image/193223110/ |title=31 Jul 1992, Page 37 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1992-07-31 |accessdate=2022-06-05}}</ref>

Dayton's new location opened at Southdale Center in August 1990. The new location was 370,000 sq ft, four stories, and featured many modern amenities,<ref>{{cite web|url=https://startribune.newspapers.com/image/191871435/?terms=southdale&match=1 |title=8 Aug 1990, Page 33 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1990-08-08 |accessdate=2022-06-05}}</ref> replacing the older, smaller original Dayton's location. The new 260,000 sq ft Rosedale counterpart opened in the summer of 1991.<ref>{{cite web|url=https://startribune.newspapers.com/image/192345918/?terms=dayton%27s%20rosedale&match=1 |title=8 Aug 1991, Page 41 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1991-08-08 |accessdate=2022-06-05}}</ref>

For the first time since 1978, when the Edina Home Store opened,<ref>{{cite web|url=https://startribune.newspapers.com/image/193271194/?terms=dayton%27s%20maplewood&match=1 |title=11 Apr 1995, Page 27 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1995-04-11 |accessdate=2022-06-05}}</ref> Dayton's opened a new store in the Twin Cities. The new location opened at [[Maplewood Mall]] in the St. Paul suburb of [[Maplewood, Minnesota|Maplewood]] in October 1996.<ref>{{cite web|url=https://startribune.newspapers.com/image/194048533/?terms=dayton%27s%20maplewood&match=1 |title=12 Oct 1996, Page 9 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1996-10-12 |accessdate=2022-06-05}}</ref> The store was located in the former [[Carson's]] space, one of the eight area Carson's spaces purchased by Dayton's in a $74 million (~${{Format price|{{Inflation|index=US-GDP|value=74000000|start_year=1995}}}} in {{Inflation/year|US-GDP}}) cash deal in 1995 following the closure of the Twin Cities Carson's locations.<ref>{{cite web|url=https://startribune.newspapers.com/image/193082586/ |title=6 Jan 1995, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1995-01-06 |accessdate=2022-06-05}}</ref><ref>{{cite web|url=https://startribune.newspapers.com/image/193294832/?terms=dayton%27s%20maplewood&match=1 |title=13 Apr 1995, Page 108 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1995-04-13 |accessdate=2022-06-05}}</ref>

Another remodeled former Carson's property at [[Ridgedale Center]] was opened as a Dayton's location. This property became Dayton's second location at Ridgedale, housing the men's and home stores.<ref>{{cite web|url=https://startribune.newspapers.com/image/192935399/?terms=dayton%27s%20ridgedale%20expansion&match=1 |title=26 Jul 1995, Page 33 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1995-07-26 |accessdate=2022-06-05}}</ref> Dayton's had been cramped at Ridgedale for years, so it was seen as advantageous to expand into two locations at the same mall; also, it was seen as a strategic move to keep [[Nordstrom]] out, as that company appeared to be interested in Ridgedale Center.<ref>{{cite web|url=https://startribune.newspapers.com/image/193084062/ |title=6 Jan 1995, Page 18 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1995-01-06 |accessdate=2022-06-05}}</ref> Nordstrom eventually opened at the mall.

==Target Corporation==
Dayton-Hudson Corporation announced in January 2000 a name change to Target Corporation.<ref>{{cite web|url=https://startribune.newspapers.com/image/195594719/?terms= |title=14 Jan 2000, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=2000-01-14 |accessdate=2022-06-05}}</ref> Acknowledging that Target stores made up 80% of its revenue and that the Target name was better known nationally, Dayton-Hudson believed Target was the name, and direction, of the corporation's future. Taking on the name of one of its brands was considered unusual for a corporation, but Target had been Dayton-Hudson's top revenue producer for 23 years, and the corporate name change was met with enthusiasm by investors.

==Name change==
In January 2001, much to the dismay of shoppers in Minneapolis-St. Paul and Detroit, Dayton's and Hudson's were rebranded with the Marshall Field's nameplate, which has a higher national profile.<ref>{{cite web|url=https://startribune.newspapers.com/image/195672430/?terms= |title=13 Jan 2001, Page 1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=2001-01-13 |accessdate=2022-06-05}}</ref> This change was viewed as a strategic move and deemed necessary in the Internet age to create a unified presence. Dayton's popular sales events - Daisy Sale in summer and Jubilee Sale in fall, were renamed "Field Days" after 2001.<ref>Dayton's</ref>{{circular reference|date=December 2021}} The first sign of the name change came with the discontinuation of the Dayton's website in favor of the Marshall Field's site in May 2001.<ref>{{cite web|url=https://startribune.newspapers.com/image/196071839 |title=2 May 2001, Page 40 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=2001-05-02 |accessdate=2022-06-05}}</ref> The demise of the Dayton's name in favor of the Marshall Field's nameplate occurred later in 2001, and affected the existing Dayton's stores, including eight in the Twin Cities, one in St. Cloud, one in Rochester, three in North Dakota, one in South Dakota, and three in Wisconsin.<ref>{{cite web|url=https://startribune.newspapers.com/image/195672624/ |title=13 Jan 2001, Page 8 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=2001-01-13 |accessdate=2022-06-05}}</ref>

==Sale and final name change==
After rumors dating back to 1995 that May Department Stores was interested in Dayton's,<ref>{{cite web|url=https://startribune.newspapers.com/image/193269326/ |title=11 Apr 1995, Page 8 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=1995-04-11 |accessdate=2022-06-05}}</ref> in 2004, Target Corporation announced the sale of the Marshall Field's department store group, including the 62 stores serving communities in Illinois, Indiana, Michigan, Minnesota, North Dakota, Ohio, South Dakota and Wisconsin, to [[May Department Stores]].  Target sold off its [[Mervyn's]] stores in a $1.65 billion (~${{Format price|{{Inflation|index=US-GDP|value=1650000000|start_year=2004}}}} in {{Inflation/year|US-GDP}}) deal to a private investment fund in 2004.<ref>{{cite web|url=https://startribune.newspapers.com/image/250149797/?terms=mervyn%27s&match=1 |title=30 Jul 2004, Page A1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=2004-07-30 |accessdate=2022-06-05}}</ref>  (Mervyn's went [[bankruptcy|bankrupt]] in 2008).

In February 2005, May Department Stores merged with Federated Department Stores, owner of Macy's, in an $11 billion (~${{Format price|{{Inflation|index=US-GDP|value=11000000000|start_year=2005}}}} in {{Inflation/year|US-GDP}}) deal.<ref>{{cite web|url=https://money.cnn.com/2005/02/28/news/fortune500/federated_may/index.htm|title=Federated to buy May in $11 deal - Feb. 28, 2005}}</ref> Later that year, in September,  Marshall Field's stores were announced to be taking the Macy's name, ending the run of Marshall Field's – and the then-still freshly renamed Dayton's and Hudson's – as unique, upscale Midwestern department-store brands.<ref>{{cite web|url=https://startribune.newspapers.com/image/250324748/?terms= |title=21 Sep 2005, Page A1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=2005-09-21 |accessdate=2022-06-05}}</ref>

In 2017, Macy's announced that the Dayton's downtown Minneapolis flagship store, rebranded as Marshall Field's in 2001, and Macy's in 2006, would close, ending an era.<ref>{{cite web|url=https://startribune.newspapers.com/image/257810221/ |title=5 Jan 2017, A1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=2017-01-05 |accessdate=2022-06-05}}</ref> Its final day of business was March 19, 2017, closing the book on more than a century of retail at that location. The building was purchased for $40 million by 601W Cos., an investment firm with a history of remodeling and reselling refurbished skyscrapers.<ref>{{cite web|url=https://startribune.newspapers.com/image/257810494 |title=5 Jan 2017, D1 - Star Tribune at Newspapers.com |publisher=Startribune.newspapers.com |date=2017-01-05 |accessdate=2022-06-05}}</ref> In an innovative redevelopment of the property, with a nod to the past, it has been converted into "[[The Dayton's Project]]", a mixed-use retail, office space, and entertainment complex with some of the original Dayton's elements restored, while being redesigned for the 21st century.<ref>{{cite web|url=https://www.thedaytonsproject.com/#the-new-scene-a|title = The Dayton's Project}}</ref>

==Dayton's locations==
{| class="wikitable sortable"
|+ Dayton’s Store Locations
|-
! Location !! City !! State !! Year opened !! Year closed
|-
| Southdale Center || Edina || Minnesota || 1956 || Closed in August 1990, moved to new building at Southdale Center
|-
| Downtown || Minneapolis || Minnesota || 1902 || Closed by Macy's 2017; redeveloped
|-
| Southdale Home Store || Edina || Minnesota || 1978 || Operated as Macy's Home Store, Closed 2024 and scheduled for Demolition
|-
| Southdale Center || Edina || Minnesota || 1990 || Operates as Macy's
|-
| Rochester || Rochester || Minnesota || 1954 || Closed in 1972, moved to a new location at Apache Mall
|-
| Apache Mall || Rochester || Minnesota || 1972 || Operates as Macy's
|-
| Downtown St Paul Schuneman’s Building || St Paul || Minnesota || 1958 || Closed 1963, moved to new Wabasha Street location
|-
| Downtown St Paul Wabasha Street || St Paul || Minnesota || 1963 || Closed by Macy's 2013
|-
| Brookdale Center || Brooklyn Center || Minnesota || 1966 || Closed by Macy's 2009, demolished
|-
| Rosedale Center || Roseville || Minnesota || 1969 || Closed summer 1991, moved to new building at Rosedale Center
|-
| Rosedale Center || Roseville || Minnesota || 1991 || Operates as Macy's
|-
| Ridgedale Center || Minnetonka || Minnesota || 1974 || Expanded in 2014, operates as Macy's
|-
| Ridgedale Center Men’s and Home Store|| Minnetonka || Minnesota || 1995 || Closed by Macy's 2013, demolished for new [[Nordstrom]] location
|-
| Crossroads Center || St. Cloud || Minnesota || 1976 || Operates as Macy's
|-
| Burnsville Center || Burnsville || Minnesota || 1977 || Operated as Macy's until early 2025. Closed.
|-
| Empire Mall || Sioux Falls || South Dakota || 1978 || Operates as Macy's
|-
| Valley View Mall || La Crosse || Wisconsin || 1980 || Closed by Macy's 2017
|-
| [[West Acres Shopping Center]] || Fargo || North Dakota || 1973 || Operates as Macy's
|-
| Columbia Mall || Grand Forks || North Dakota || 1978 || Closed by Macy's 2017
|-
| Kirkwood Mall || Bismarck || North Dakota || 1985 || Closed by  May Department Stores in 2005, demolished for new Target location
|-
| Oakwood Mall || Eau Claire || Wisconsin || 1991 || Closed by Macy's 2017
|-
| Fox River Mall || Appleton || Wisconsin || 1991 || Operates as Macy's
|-
| Maplewood Mall || Maplewood || Minnesota || 1996 || Operated as Macy's until March 2025. Closed.
|}

== See also ==
* [[List of department stores converted to Macy's]]

== References ==
{{ref list}}

== External links ==
* [http://www.mnopedia.org/place/dayton-s Dayton's in MNopedia, the Minnesota Encyclopedia]

== Further reading ==
* Atwater, Isaac (1893). ''History of the City of Minneapolis, Minnesota''. Munsell.
*Leebrick, Kristal. ''Dayton's: A Twin Cities Institution'' (The History Press, 2013). [https://www.amazon.com/Daytons-Institution-Landmark-Department-Stories-ebook/dp/B00G9FA1FO/  excerpt]
* Rowley, Laura (2003). ''On Target''. John Wiley and Sons. {{ISBN|0-471-25067-8}}

{{Marshall Field's history}}

[[Category:Retail companies established in 1902]]
[[Category:Retail companies disestablished in 2001]]
[[Category:Defunct department stores based in Minnesota]]
[[Category:History of Minneapolis]]
[[Category:Marshall Field's]]
[[Category:Stores converted to Marshall Fields]]
[[Category:Target Corporation]]
[[Category:1902 establishments in Minnesota]]
[[Category:2001 disestablishments in Minnesota]]