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Ta-da! More Than Magic from Target

Target’s newest private brand that’s just for tween girls. Designed for those years in between kids and juniors, More Than Magic features over 500 items for girls ages 8-12 who are starting to experiment with their personal sense of style. It’s Target’s first full lifestyle brand, spanning everything from apparel and stationery to tech and beauty—all in bold colors, affordable prices (starting with $0.99 Back to School supplies and topping out at $29.99 bomber jackets) and inclusive designs our younger guests and their parents will love.

“I’ve been part of so many incredible brands we’ve introduced at Target, but More Than Magic might top my list for being the most fun to develop,” says Jill Sando, senior vice president, and general merchandise manager, Apparel and Accessories and Home. “Bringing girls together from across the country to hear what they did—and did not—want and how Target can fill those needs, from the products we create to the experiences we offer, was really energizing for our team. The end result is a brand new collection filled with personality at wallet-friendly prices moms and dads can feel good about.”\"\"No magic wands were used to bring this private brand to life—Target\’s in-house team of designers worked hard to make sure they created a selection of items and materials just right, bringing kids and their parents together to understand their needs. The result? Cozy textures and velvety finishes on shirts, leggings and leotards. Also high on the list: paraben-free bath & beauty items, built-in volume limits on earbuds and maintaining modest silhouettes on active and sleepwear. Check, check and check.  \"\"More Than Magic will offer a destination-like experience that’s designed to be shopped with friends—think a new layout that accommodates shopping for multiple categories (Phone cases! Bath bombs! Jackets!) so they’re easier to style together, and more space so guests can try on, share and get advice—no matter where their squad is.More Than Magic is available in stores and on starting July 13. Sizes for More Than Magic will range from 4-16 and prices from $0.99 to $29.99. \"\"

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Target Private Brands Push Strong Q1 Results

Last week Target announced its first quarter 2019 performance, including first quarter comparable sales growth of 4.8% driven by a 4.3% increase in comparable traffic.

“Target had an outstanding first quarter, as our team delivered a great experience for our guests and drove strong growth in traffic, comparable sales, operating income and earnings per share,” said Brian Cornell, Chairman and CEO of Target Corporation. “Over the last two years we have made important investments to build a durable operating and financial model that drives consumer relevance and sustainable growth. Target’s first quarter performance and market-share gains demonstrate that the model is working. Throughout this year, we will continue to extend the reach of our same-day fulfillment options, strengthen our portfolio of owned and exclusive brands, remodel and open more stores and invest in our team. We’re confident that we’re well-positioned to deliver strong financial performance in 2019 and beyond.”

Target expects second-quarter comparable sales growth in the low- to mid-single digit range. For full-year 2019, Target continues to expect a low- to mid-single digit increase in comparable sales.

\"\"In the Target Q1 2019 Results Earnings Conference Call Brian Cornell, Chairman and Chief Executive Officer discussed private brand at the retailer.

“Our merchandising teams continue to deliver newness through existing brands, while adding new brands to supplement our assortment.

In the first quarter, the team launched three new owned brands, in Intimate Apparel; a new natural owned brand in Essentials; innovative national brands including Flamingo and Welly in personal care; and our new Home brand, Sun Squad to help our guests celebrate the summer season.”


Mark Tritton, Executive Vice President and Chief Merchandising Officer went on to speak at length on their growing private brands.

“…we continue to invest in newness and differentiation, both in existing brands and by launching new ones across our curated assortment.

In the first quarter, we completely transformed our assortment of presentation in intimates and sleepwear and launched three new brands: Auden, Stars Above and Colsie. All of these three new brands are size inclusive and designed to make guests at any age feel confident and comfortable.

\"\"In Essentials last month, we launched a new natural owned brand Everspring. This entire line of more than 70 items is made from plants, renewable materials and recycled paper. The packaging includes graphic icons that allowed guest to quickly understand product attributes and what ingredients are not in the formulation.

In fact, all Everspring products qualify for Target Clean, a new symbol we have designed to both simplify and indicate products, formulated without chemical ingredients that guests may want to avoid.

Everspring products were developed by our internal design team and feature carefully selected scent profiles, including citrus and basil. Prices in the assortment range from $2.99 up to $11.99 and the entire assortment on average is priced nearly 20% below comparable products in the marketplace. This new Everspring initiative complements other strong Q1 launches of exclusive to Target\’s natural brands, like Flamingo and Wally that Brian mentioned earlier.

In February, we announced that we are introducing toddler sizes into our Art Class brand, which we first launched in 2017. Art Class brings a versatile fashion-forward aesthetic to Kids Apparel and we know that many parents are looking for a diverse range of style and aesthetics for the younger kids as well.”

\"\"Tritton went on to discuss the Sun Squad launch.

“And we also recently introduced a new seasonal owned brand Sun Squad to help guests celebrate the pure joy of summer.

Again, developed by our internal design team, this assortment features more than 600 items from pool floats to larger than life sprinklers, beach totes and coolers, designed to encourage families to get outside, create lasting memories and make the most of the summer season. We priced these items to deliver amazing value with some items priced below $2.”

\"\"As well as California Roots and Goodfellow in men’s grooming.

“And in Food and Beverage, following the wildly successful launch of our California Roots brand, we recently added the collection to our wine assortment. The collection brand offers high quality wine at affordable price, combined the very best of carefully harvested grapes featuring five premium varietals at $9.99 per bottle.

And last week, we’re excited to announce that we’re introducing men’s grooming items under our Goodfellow & Co brand name. This men’s brand has seen an amazing response since we launched it in the fall of 2017, driving strong market share gains at the men’s apparel assortment.

Given that men are increasingly doing their own shopping for grooming at personal care items, we want to ensure the Target is there destination for those categories. The assortment here features more than 30 products priced between $3.99 to $16.99, and again positioned about 20% lower than comparable men’s premium brand.”

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Target Pushes Goodfellow into Mens Grooming

\"\"Almost two years after the original launch of Targets menswear brand  Goodfellow & Co the brand is on track to be a $1 billion brand by 2020. Late last week the retailer announced the extension of the brand into men’s grooming. I love this move it breaks the mold of most big box private brands by breaking free of the retailer’s organizational structure. This is a rarity and points to Target potentially taking a broader view of their brands then we have previously seen. If Target can create brands that are truly customer focused they have the opportunity to move beyond products or categories and to true customer solutions. The opportunity is exciting.


“Our Goodfellow & Co guest loves the brand, and with the introduction of a grooming assortment it’ll become even more of a one-stop-shop for those guests,” said Mark Tritton, executive vice president and chief merchandising officer, Target on a post on the retailer official blog “A Bullseye View”. “Grooming is a growing business and we’ve seen a new level of demand for specialty, premium products. Goodfellow & Co grooming was created to better meet that demand with products that we can ensure are effective and affordable.”

So affordable, in fact, that the collection is on average 20% less than comparable premium brands. Target product designers and developers (including chemists, technical designers and beauty designers) set out to create a line of high-quality, high-design grooming products that matches the brand’s aesthetic and value. After more than a year of research and testing the results are 30 plus items covering beard, face, hair, body care, fragrances and accessories—all for under $16.99.

With everything from beard oil to hair styling pomade, cologne to body wash, the collection was designed to help men streamline and simplify their personal care routines. And with scents derived from nature-inspired ingredients (Moroccan Mint and Cedar, Spiced Ginger and Rum, Kelp and Sea Mineral, Blue Sage and Tonka).

The products are all formulated with recognizable plant-based ingredients. Each is free of unwanted chemicals and toxins (they’ll be labeled with the Target Clean logo) and were created under the guidelines of Target’s 2020 chemical strategy.


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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.


“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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Target’s Pillowfort Launches New Sensory-Friendly Products

\"\"Sometimes it’s the little things that make a house feel like a home. The family gathered around the dinner table. Downtime where relaxation reigns. Snuggling in for a cozy bedtime story. But some kids have sensory sensitivities, these little moments can feel pretty monumental—and that a few great home items could make a world of difference. However, finding functional, stylish options that won’t break the bank can be hard. That’s Target is introducing a new private brand Pillowfort sensory-friendly assortment of beautifully-designed, practical and oh-so-affordable pieces that can help even more kids feel right at home.

“We want all guests to feel welcome and included at Target,” says Julie Guggemos, senior vice president, owned brand management and product design. “With our Cat & Jack and Universal Thread adaptive and sensory-friendly apparel, we’ve seen that little details can have a huge impact. I’m so proud to bring that spirit of inclusivity and incredible design to Pillowfort’s new sensory-friendly assortment, which hopefully can bring more ease and joy to our guests’ everyday lives.”

Our design team spent lots of time soaking up Target customer stories and feedback and then designed each item in the nearly 20-piece assortment to help meet kids’ and parents’ unique needs and blend beautifully into their homes. Prices start at $20 and everything is under $100.

Here’s a peek at a few of the sensory-friendly items and design details that’ll help kids feel comfortable and confident as they take on their day. \"\"\"\"\"\"\"\"\"\"