Dive Brief:
- Target is introducing over 2,000 baby and toddler items to its nursery, apparel, toy and food assortment. The revamp adds 30% more newness than last year, the company said in a Thursday press release.
- More than half of the items are Target exclusives from national brands or its owned brands including Good & Gather and Up&Up. The change also includes items from national and emerging brands like Bumbum, Lalo and Joie.
- Over two-thirds of the new items are priced under $30 with some items less than $1.
Dive Insight:
The expansion of Target’s baby segment tracks with the retailer’s ongoing focus on advancing newness, style and value across its assortment.
One-fourth of Target customers are shopping for baby-related items, Amanda Nusz, the retailer’s senior vice president for merchandising, essentials and beauty, said in a statement.
This week’s product expansion features more than 200 new items from Target’s Cloud Island nursery brand including a diaper backpack; 14 baby food and snack items from Good & Gather in flavors like raspberry purple sweet potato; and 18 new items from Up&Up, including baby sunscreen.
The updated merchandise mix also includes an expanded gift assortment featuring toys, plush and books; high chairs and feeding sets from DTC brand Lalo; car seats and stroller systems from Joie; and matching apparel sets. Health and wellness items for moms include breast pumps, energy drops, postpartum hair serum and cooling pad liners.
Target has overhauled several segments of its merchandise assortment over the last year. Changes during that time include the relaunch of the Up&Up brand last February with the addition of hundreds of products. Also that month, Target introduced its low-priced Dealworthy brand. In July, the retailer relaunched its Auden sleepwear and intimates brand. And in January, Target said it would add 2,000 items to its health and wellness assortment.
Following a net sales decline last year and flat comps, adding newness across the assortment is just one strategy that Target is pursuing to hold and grow share across its merchandising portfolio, CEO Brian Cornell said during an earnings call earlier this month. The retailer’s other strategies include opening new stores and remodeling existing ones; supply chain improvements; cultivating brand partnerships and driving momentum in loyalty programs, same-day delivery and its media business.
