Target Spent 7 Years Trying to Get Into the Hamptons. It Got In, but Only After Giving Up Its Red, and the Bullseye Is Not Even Allowed to Light Up.

Target is famous for one color. In the Hamptons, it had to leave it at the door.

The chain opened its first store on New York's East End in October, in Bridgehampton, inside the former Kmart space at the only large shopping center in the Hamptons. Target says the search for a site that would work took more than seven years.

To fit the area's strict rules, the store looks like a beach house: gray shingles, white trim, and a white bullseye sign instead of the usual red. Under the local sign rules, the bullseye is not lit from inside, so it is lit by lights above it instead.

Target says the look is meant to reflect Bridgehampton's coastal vibe. Inside, the New York Post reports fancier hanging light fixtures, porch chairs out front and custom wallpaper starring Target's bull terrier mascot at a Hamptons horse show.

Before this, locals reportedly had to drive more than an hour to Riverhead for a Target run. Not everyone is celebrating: one Instagram commenter complained about traffic, while a lifelong local fired back, "We need this."

So the billionaires' summer town now has a Target. It just had to dress like a guest house first.