Target’s unique private label lines are helping drive its sales

Minneapolis-based Target has debuted over 20 private brands spanning over the last two years, ranging from clothing to beauty as the retailer focuses its efforts on products that customers can’t get anywhere else

According to The Drum, a news outlet, coupled with a heavy focus on e-commerce, the company’s private label approach is paying off for its business, which posted annual revenues of $75.3 billion for 2019, up 3.6% from the previous year.

The jewel in Target’s private label crown is its Cat & Jack line, which features designs specifically crafted for children with disabilities or who have to wear cumbersome medical devices. The idea was conceived when a Target employee and mother voiced her disabled child’s need to feel included. As well as drawing praise from parents and disability campaigners, the line is also proving to be a financial success, with the line pulling in yearly revenues of $2 billion since its launch.

“Every parent wants clothes for their kids that are durable,” Todd Waterbury, chief creative officer of Target, told The Drum. “Every kid wants the ability to choose how to dress themselves — whether that’s being a princess robot or a furry animal. Kids have this amazing imagination that is boundless and we want the brand to be there for them no matter where they are.”

To read The Drum article, click here.