Why is Target Launching Brands Online Instead of In Stores?
Target is known for launching exclusive, typically limited-edition brands that get the chain plenty of press for drawing crowds to its stores. But last week the company chose a different tactic out of its playbook by announcing it was launching six new brands available only on Target.com.
The new brands include:
- Boho Boutigue – Whimsical bedding, table linens, curtains and more;
- Labworks – Contemporary line of missy, plus and petite sizes;
- MudHut – Eclectic collection of bedding and textiles inspired by cultures from around the world;
- Room 365 – Bedding designed to "infuse homes with a sense of freshness" all the year round;
- TOO by Blu Dot – Collection of modern furniture and housewares;
- Zutano Blue – European designer’s lineup of clothing, bedding and décor.
"We’re excited about these new brands and how they’re helping us further differentiate Target.com from other online retailers," Theresa Schmidt, a divisional merchandise manager at Target, told the company’s A Bullseye View website. "We know our guests are increasingly connected and are shopping online more, so we wanted to offer guests something new, unique and unexpected."
- Online Obsessions: Target Reveals 6 New Exclusive Online-Only Brands – A Bullseye View
- TOO by Blu Dot for Target – Domestica
What do you think Target is looking to accomplish with the launch of six new brands sold only online? What lessons are in this for other retailers?