Target Turns up the Fun with new Private Brand Sun Squad

Several weeks ago, my youngest daughter Sarah and I were browsing the swim/pool toy aisle at our local Target and discovered the playful new private brand Sun Squad. I was hoping to sit on the discovery until later in the summer and run the story while I am on a cruise with my family.  However, Target spilled the beans publishing a post on it “A Bullseye View” blog about what they call their the “ultimate ode to summer.”

Sun Squad, is a new seasonal private brand collection of nearly 600 playful products for the whole family. Think zany, very on trend, pool floats, larger-than-life sprinklers, and tote/cooler combo just to name a few.

Mark Tritton, executive vice president, and chief merchandising officer at Target. I WILL SNEAK A PERSONAL NOTE IN THIS CAPTION: MARK I WOULD LOVE FOR YOU TO JOIN US AT VELOCITY 2020 – YOU HAVE A GROUNDBREAKING STORY THAT SHOULD BE TOLD! CONTACT

“We created Sun Squad to help guests celebrate the pure joy of summer,” says Mark Tritton, executive vice president, and chief merchandising officer at Target. “The collection is brimming with bright, joyful style and affordable designs that encourage families to get outside, create lasting memories and make the most of the season together.”

To make sure the brand captured the essence of summer, the Target product design team turned to nature for inspiration—crystal clear waters, sun-kissed colors and icons like flamingos, shells and pineapples, which they translated into fun prints, patterns and a delightful cast of characters (hello cool cacti, mermaids and more). And to ensure that the pieces are cute and practical, the team spent a ton of time with customers, soaking up their favorite parts of summer (a chance to relax and unplug, and enjoy adventures with their families) and tuning in to their pain points (say, hauling all that stuff to and from the beach). The result? Adorable designs and smart little details that are sure to have you dreaming of endless summer days.

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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.