Canada’s discount retail landscape will have to make room for a new player beginning today. Target is finally coming to Canada.

The popular American discount chain is opening three stores to the west of Toronto in a gradual roll-out of its Canadian presence.

Many shoppers are wondering whether Target will match its American prices here in Canada. But the retail giant says Canadians will likely see a difference in price compared to those in U-S stores because it’s focused on staying competitive with the market here.

Mark Satov is a retail consultant. He say, even without lower prices, Target will still make for a more competitive market for existing retailers, who have already suffered through three challenging years.

But Daniel Baer of Ernst and Young says Canadian  retailers shouldn’t try to copy Target’s approach. He says they can’t match the bigger retailer’s clout, so they should try to make their own shopping experience unique.

The new Target stores will open today in Fergus, Guelph, and Milton. Eventually Target will have about 130 locations across Canada.