a close up of a book

Target takes to Instagram for Instagram-inspired plant products

Store Brands in the Wild views ads on Instagram that tout the limited-time Hilton Carter collaboration.
Dan Ochwat
Executive Editor
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During its first quarter run that saw a record-breaking 36% growth in private brand sales, Target’s executive vice president and chief growth officer, Christina Hennington cited the success alongside a huge leap in sales in the home category.

The category, driven by its Threshold brand and partnerships with celebrity interior designers, and a recent partnership with Levi’s, grew by more than 30% in Q1 2021. By comparison, the home goods category declined slightly in Q1 2020.

Hennington also mentioned that the retailer wasn’t going to slow down in the home category, and a good example of this is Target’s first-ever exclusive partnership with a plant stylist — Hilton Carter.

Carter made his name as an influencer on Instagram, posting since 2011 and generating a following of nearly half a million people seeing his plant stylings and interior stylings. To promote this limited-time partnership and the more than 65 Hilton Carter items being sold at Target, fittingly, Target took to Instagram.


Store Brands in the Wild spotted a few ads on the social channel, each swiping a handful of gorgeously photographed photos of plants and items in the collection.

One ad cleverly used the copy, “Branch out of your comfort zone,” and most importantly all of them leveraged that shopping bag icon that directs shoppers to instantly buy items online.

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