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The Container Store has debuted its smaller format store concept in New Jersey.

The home storage and organization products retailer recently opened a 15,000-square-foot space at The Square at West Windsor in Princeton, becoming the company’s 100th store overall and sixth location in New Jersey.

It’s also the first in the state to roll out The Container Store‘s new smaller format store. Since introducing the concept last year in Colorado, the retailer said the setup has exceeded expectations and announced plans to bring it to at least nine more locations, including Princeton.

The Container Store isn’t the only company that is making a big deal over small format.

A growing number of retailers are leaning into spaces that are a fraction of the size of a traditional big box store. Besides being a way to target a specific demographic, small-format stores can be used to create a personalized shopping experience or experiment with a new brand direction while lowering overhead costs, according to location-based retail foot traffic analytics firm Placer.ai. 

Within New Jersey, Target already has four small-format stores, while Macy’s recently unveiled it will bring its smaller sized stores to vacant Bed Bath & Beyond properties in Mount Laurel and Ramsey.

Announcing The Container Store’s arrival in Princeton, Michael Gartenberg, director of Garden Commercial, said it is “gratifying” to celebrate the “much-anticipated opening” of a “strong, nationally recognized brand” and “terrific traffic generator.”

“The Container Store is a wonderful addition that is sure to be well received by the community,” he said.

Located at 3516 Brunswick Pike, the 220,000-square-foot shopping center is anchored by Lowe’s and Trader Joe’s and features tenants such as Ethan Allen, Mattress Firm, Starbucks, Chipotle and Fidelity Investments.