Target’s private labels: A 40-year success story

Apr 20, 2023
Written by WR Communications

Target store house brand products


For the past 40 years, Target has successfully cultivated a loyal customer base, partly due to its innovative private-label offerings. Target’s owned-brand strategy is considered a gold standard in retail, with its private products garnering a following through social media platforms like Pinterest, Instagram, and TikTok.

Target’s private brands, which account for a third of its merchandise, generated over $30 billion in sales last year, growing faster than its overall sales. As consumers have dealt with high inflation, they have sought-out affordable yet stylish options, making private brands even more crucial. Retail consultants and analysts suggest that Target has an opportunity to capture more market share in 2023, as long as they avoid pitfalls like copying other brands too closely or replacing beloved brands too hastily.

Since launching its first owned brand, Honors, in 1984, Target has developed more than 45 brands across all product categories. The company’s largest owned brand, Good & Gather, generated more than $3 billion in sales last year, with around 60% of its products priced under $5. Target differentiates itself by gathering customer feedback and crafting unique concepts with its in-house design teams, rather than replicating national brands.

As Target continues to expand its private label offerings, it remains focused on providing customers with stylish, high-quality products at affordable price points.

A history of Target-branded offerings includes:

1984: Honors, a coordinated apparel line for men, women, and children, debuted through newspaper advertisements, including one in the Star Tribune.

1995: Archer Farms, Target’s inaugural grocery brand, was introduced in the new SuperTarget stores, offering essential food items such as bread, milk, and pasta.

1999: Sonia Kashuk, a makeup artist, collaborated with Target on a makeup collection, which eventually expanded to include fragrance, skincare, and nail polish. In 2015, Target acquired the line, making it the retailer’s first owned beauty tools and accessories brand.

2001: Market Pantry, featuring red packaging, was launched as an affordable pantry option.

2003: Room Essentials emerged as the brand for fashionable and budget-friendly furniture pieces.

2012: Threshold, a home decor brand, made its entrance.

2016: Cat & Jack, a children’s and baby clothing brand, and Pillowfort, a kids’ decor brand, were introduced.

2017: A New Day, a women’s apparel brand, and Art Class, a brand aimed at bridging the gap between children and young adults, were unveiled.

2019: Good & Gather replaced Archer Farms and Simply Balanced as Target’s food brand.

2020: All in Motion, an activewear brand, was launched.

2021: Mondo Llama, a crafting brand, was established during the pandemic.

2022: Brightroom brought a new light to home organization.


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