Target intros own brand bedding, bath products

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Target intros own brand bedding, bath products

By Dan Ochwat - 07/01/2020

Target has introduced another own brand, Casaluna, a line of bedding and bath-related products that look to shift slightly from other house and home store brands under the retailer.

The line is centered on its bedding, sheets, blankets, pillows, but also includes some bath items like towels, shower curtains, bath rugs and fragrances (candles, oil diffuser, room sprays). The line launched quietly in June, perhaps just as it embodies a peaceful, calming brand feel. The bedroom items are in muted, calm tones and along with candles and sprays, the line is out to help shoppers create a “sleep sanctuary,” as marketed on the site.

Casaluna accompanies the Threshold housewares, bath and home essentials line that launched seven years ago, and received an expansion earlier this year through an exclusive partnership with Studio McGee. 

Target also runs a household exclusive with the Chip and Joanna Gaines Magnolia collection, a more dorm-room-centric line through its Room Essentials own brand, and other decorative lines. Casaluna, though, looks to focus squarely on the bedroom, bringing stylish and affordable linens as well as offering some adjacent bathroom essentials.

A Target email blast introduced the new Casaluna bedding.

Target promoted the line this week through an email blast to customers, branding it “new and only at Target.” The line is listed among its more than 40 own brands, separate from its exclusive collections.

Casaluna also interestingly comes weeks after JCPenney launched a new line of bedding called Linden Street.