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The year 2020 was a litmus test for retailers amidst the COVID-19 pandemic. While a number of retailers were filing for bankruptcy, a few proved to be successful. Those retailers that had successfully transformed their traditional business models to offer an omnichannel experience to their customers proved resilient through the crisis. Despite the pandemic, retail chain Target had recorded phenomenal sales, surprising investors and the retail world. Behind its success was its store-based fulfilment model, which enabled Target to offer flexible options to its customers, helping them tide-over the various challenges that the pandemic posed. Target had started modernising its supply chain, transitioning from a traditional one. At the centre of its transition was the 'ship-from-store' strategy, which not many retailers endorsed. During the pandemic, however, the ship-from-store fulfilment model became hugely relevant and helped Target and its customers to overcome the challenges. Was the ship-from-store fulfilment approach a long-term strategy for Target? Would it be able to profitably sustain this strategy?