Target Builds the “Pillowfort” of Kids Dreams

Pillowfort - ABV-Pillowfort-HeaderLess than a week after Minneapolis-based Target announced the redesign of Market Pantry Pillow Fort Logothe retailer has more big news. The introduction of a new private brand in home décor focused on kids. Pillowfort which will presumably displace Circo in children’s home decor February 21, with furniture arriving this summer. Prices will range from $4.99 – $59.99 for bedding and décor, and $39.99 – $599.99 for furniture.

Pillowfort2-2The new brand is positioned to help families create the dreamiest kids’ bedrooms combining comfy digs with a flair for the imagination to make pint-sized homebases fun and, well, homey. To make this a reality, parents have told Target they’re spending hours upon hours searching for pieces that fit seamlessly into their homes, but still capture the spunk and personality of their little ones, all without feeling too matchy-matchy. And on top of that, kids are weighing in, too, giving mom and dad input about how they think their room should look.

pillowfort 4To inform the brand Target’s design team spent time with families—moms, dads and, most importantly, kids—to find out what makes them tick. What they had to share inspired the retailer to develop something just for them: This result is Pillowfort, an entirely new kids’ home private brand that marries fun-sized colors and patterns with style, quality and value.

Pillowfort’s more than 1,200 pieces of furniture, bedding and more (including everything from teepees to felt animal head wall decor), cater to any decor dream a kid might conjure. Imaginations will run wild when they get a glimpse of the 12 whimsical themes, like “Tropical Treehouse,” “Stellar Station” and “Ocean Oasis,” to name a few. Plus, with so many options, parents and kids can mix, match and make updates to the space as the youngsters grow over time.pillofort 3

To learn more about how Target is making kids’ and parents’ decor dreams come true, “A Bullseye View” chatted with Target’s senior vice president of product design and development, Julie Guggemos, who gave the scoop on all things Pillowfort, a collection that she describes as “cute enough for a three-year-old, and cool enough for a ten-year-old.”



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.