2023 Private Label Hall of Fame: Jill Sando, Target
16 leaders from the world of private brands were recently honored as the newest inductees to the Private Label Hall of Fame.
During a ceremony held during the Private Label Manufacturers Association’s (PLMA) Annual Meeting & Leadership Conference in Orlando, Fla., members of the Class of 2023 shared stories of the challenges each has overcome to succeed in a highly competitive industry.
Created in 2006 to recognize those who have made significant contributions to the growth and development of the global private brand industry, this year’s event featured updated categories that each included two retail and two supplier honorees. The categories are Next Gen Private Label Leader, Private Brand Innovator, Private Brand Champion and Lifetime Achievement.
“We proudly celebrate the outstanding achievements of these proven leaders and innovators,” said Peggy Davies, president of PLMA. “Their hard work and dedication are instrumental to the success of the store brands business.”
“The 16 honorees represent the best of the best from across the world of private label and showcase the depth of talent the industry has to offer,” said Greg Sleter, executive editor and associate publisher of Store Brands. “This august group of retailers and suppliers have had a major impact on the private label business and will continue to do so in the years ahead.”
This special section features profiles of each of the new Hall of Famers.
Jill Sando
EVP, Chief Merchandising Officer
Target
Lifetime Achievement
As the chief merchandising officer for one of America’s most popular private label assortments, Target’s Jill Sando oversees the retailer’s five merchandising categories including apparel and accessories, beauty and essentials, and home and hardlines.
During her time with the company, Sando’s leadership has led to a fan-favorite collection of owned brands that help differentiate Target from other retailers. Sando’s team credits her keen eye for trends, curation and anticipation of guests’ needs as keys to her success. Sando herself said that her passion for retail and merchandising started when she was young.
“I grew up in retail,” said Sando. “My mother owned a small kitchen boutique, so I became familiar with the industry early in my life. I have always loved analytics and problem solving – and I loved art and fashion, too. I feel so fortunate because I was able to do the best problem solving by finding a profession firmly rooted in my areas of passion.”
Target has leaned into private label in the past few years, launching several new owned brands including the latest brand, Future Collective. This innovative apparel and accessories owned brand features collections in partnership with a rotating roster of style and cultural influencers, partnering with the likes of Kahlana Barfield-Brown, Gabriella Karefa-Johnson and the most recent partner, Alani Noelle.
Other notable brand releases include Target’s Mondo Llama arts and crafts brand, as well introduction of sensory-friendly and adaptive pieces across owned brands such as Cat & Jack, Universal Thread and Hyde & EEK! Boutique, embodying Target’s “design for all” ethos. These inventive new offerings, paired with the retailer’s ever-growing food and beverage catalog, have helped Target’s owned brand portfolio reach $30 billion.
In addition to overseeing new product releases, Sando played a pivotal role in the introduction of the Target Zero initiative that responded to growing guest interest in products that help reduce waste. Supporting Target’s sustainability strategy, Target Forward, Target Zero has included several products from the retailer’s private brands.
“My goal going forward is to continue encouraging my team to dream bigger and achieve more to help elevate the next generation of Target merchandising,” said Sando. “I want to build up the next generation of merchants and help them to become the best they can be. I am also extremely focused on continuing to identify opportunities to reinforce Target’s values within our strategy, driving progress around Target Forward and our REACH commitments, to co-create an equitable and regenerative future together with our guests, partners and communities.”