Three short months ago Target introduced Target their newest baby décor private brand, Cloud Island, which is all about offering families safe and stylish items for their nursery. Since then, Target has given shoppers the scoop on how the products were created and showed the items in action. Now, Target is back with more news: Cloud Island is extending to include bath and layette. This includes: cute baby bear booties, a hooded llama towel, knit bow headbands and much more.

Rolling out in stores and online throughout August, the full collection includes nearly 500 items across four categories: nursery décor, bedding, bath and layette — all created by Target’s internal design team. And with the brand’s three core themes — Black & WhiteAdventure Awaits and Floral Fields — carried into the bath and layette lines, there are plenty of products for parents to mix and match as they please.

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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.