Private Label Buyer
Focus on Retailers: Nonfood Private Label at Target

On Trend at Target

PLBuyer takes a comprehensive look at the trends and designs in the nonfood aisles at this mass merchandiser.

April 8, 2013
Target nonfood products

A powerhouse of private labels, Target is one retailer who’s got it right when it comes to launching new lines and products that make their nonfood departments

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Bath & Beauty
Crossing the Threshold
Targeting Canada

shine with national acclaim.

Target remains successful by partnering with designers and celebrities who offer a lifestyle, not just a product. Their private label partners consistently are relevant and always rolling out seasonal items to ensure Target customers return, whether it’s the hottest spring colors in the cosmetic department or the freshest prints in home goods.

The retailer also supports brands in mass distribution as it did with Method in early years. In 2002, Method persuaded Target to test its cleaning sprays and dish soaps in 90 stores. Seven months later, Method launched in Target stores nationwide. Today, Method is a leading innovator in premium, eco-chic household and personal care products, yet the retailer still profits from its early collaboration. Last autumn, Method launched its first partnership with designer Orla Kiely and the Method products with signature prints are only available at Target stores and on


Target’s apparel collaborations have received national press and offer limited-edition items that draw shoppers to the stores.

A collaboration with Kate Young – one of the fashion industry’s most influential celebrity stylists – will bring a collection of women’s apparel, accessories, and special occasion dresses to the retailer April 14.

 “I’ve been working with Target for a number of years as a stylist, so having the chance to design my own collection with a brand I already know and love is like a

“I’ve been working with Target for a number of years as a stylist, so having the chance to design my own collection with a brand I already know and love is like a dream come true." 

dream come true,” Kate Young explained in a press release.

The collection ranges in price from $29.99 to $89.99 for apparel and $14.99 to $49.99 for jewelry, handbags and shoes.

Shoe lovers will find another exclusive collection in May, when Target will bring footwear brand Sam & Libby to its stores with an expanded assortment of colors.

Prabal Gurung for Target entered stores this year with women’s apparel and accessories ranging in price from $19.99 to $199.99 for apparel and $12.99 to $39.99 for accessories and shoes. The designer’s collection for Target was “inspired by a tender love story” and launched with romantic TV ads. Previous to the collaboration, Gurung created two pieces for the Target + Neiman Marcus Holiday Collection, which launched in December and featured items across categories from a range of designers for the holiday season.

Bath & Beauty

Last autumn, Target announced it redesigned its bath and body aisle to provide guests with a “more pleasant and engaging shopping experience,” which includes more information and a wider variety of bath and body products. As part of the expansion, Target offered new exclusive bath and body essentials and gift sets from Apotheke: M Suds & Luxuries and Scent Bar.

Margot Elena, renowned perfumer and designer, offers Blackcurrant Fig, Coconut Jasmine and Mandarin Guava scents in her Apotheke: M Suds & Luxuries collection (the Sampler Set retails at $14.99).

Los Angeles-based Scent Bar crafted a premium body wash, lotion, mist, and butter collection exclusively for Target retailing for $8.99 each.

Target’s The Bathery line includes spa-style bath accessories like a loofa body puff, exfoliating mesh sponges, gel eye masks, pumice stones and more.

In hair care, Target added Mixed Chicks to its hair care assortment in May 2012. The cruelty-free and vegan products for women and children are formulated specially for multi-textured hair. Target was the first mass retailer to offer the full line, but it also offers exclusive products such as the Detangling Deep Conditioner ($13.99), Gloss and Shining Hair Silk ($14.99).

Kinky Curly hair care products came to Target last spring and specifically are designed for curly hair, with exclusive products such as Come Clean Shampoo ($11.99) and Perfectly Polished ($21.99).

Curls – a premium, ethnic hair care line – is specifically for multiracial women and girls with naturally curly hair. This spring, Target added Cashmere Curl Jelly ($17.99) and Gel-les‘c ($17.99), both exclusive to Target under the Curls line. The products communicate their exclusivity with an “Only at Target” logo on the label.

Umberto Beverly Hills was launched by Umberto Savone exclusively at Target in 2004 and today includes more than 20 salon-style hair care products ranging in price from $3.99 to $12.99.

To help shoppers with their beauty care regimes, Target has paired with some big brands over the past year. Last autumn, Target exclusively offered e.l.f.’s Little Black Beauty Book in Python Print, a portable 48-piece makeup palette for only $6. John Frieda offered the Conical ($39.99) thermal styling tool exclusive to Target, which allows shoppers to create loose curls or tight coils for a variety of hairstyles, while Revlon offered an exclusive limited edition collection of hair appliances.

This spring, Target added exclusive offerings from Dead Sea Essentials by AHAVA, a line of mineral-rich skincare and bath products free of parabens and phthalates. Also this spring, Bodycology introduced the XOXO Collection exclusively at Target featuring high quality fragrance oils. Under the Pacifica brand, Target added exclusive cosmetics and skincare offerings, and under the Camille Rose brand of natural body and hair care products, Target added exclusive selections such as the Algae Deep Conditioner ($19.99) and Almond Jai Twisting Butter ($16.99).

Target’s Sonia Kashuk collection, a beauty staple of the retailer, offers cosmetics and accessories, as well as limited edition brush sets, nail polish, and cosmetic bags. In November 2011, Sonia Kashuk Luxe launched offering high end cosmetic bags.

This spring, the Sonia Kashuk Beauty line received a makeover, ensuring the line stays relevant to its fans. Updated packaging is replacing the signature white packaging with chic matte black palettes, compacts, tubes and jars outfitted with a bold, graphic white logo. New beauty products include Shine Luxe Sheer Lip Color ($10.99), Eye Shadow Duos ($7.29), new makeup brush styles, and many more.

The Sonia Kashuk spring 2013 Limited Edition Collection features Moroccan-inspired motifs. The collection includes tribal-themed makeup brushes, multi-tasking palettes, mini nail shades with brushes, and travel hair brush sets.

Other premium cosmetic lines exclusive to Target include Pixi, created by makeup artist Petra Strand, and JK Jemma Kidd, which both launched at Target in March 2011. NP Set by Napoleon Perdis has been at Target since 2008.

In March, NP Set added three new products to its lineup and Pixi’s The Spring Daylight collection launched.

Crossing the Threshold

One of Target’s latest endeavors was the rebranding its massive Target Home brand as Threshold last autumn. The label for the new line features an old style key and the words “quality & design” under “Threshold” and the line has been promoted on Target’s online magazine,

Target also debuted a new home collection with award-winning designer Nate Berkus last year. The Nate Berkus Collection encompasses bedding, bath, and home décor items.

In March 2012, the final installment of the Michael Graves Design Collection for Target arrived in stores, signaling the end of an era. The famous collection lasted more than a decade, debuting in 1999. Target’s Chefmate line overlaps some of the items the Michael Graves Collection offered. The Chefmate line also offers affordable pans, such as a 16-piece cookware set for $51.99, while The Giada De Laurentiis Professional Series offers a premium option with a 10-piece set of Tri-Ply Clad Cookware retailing at $199.99.

Regardless of the higher price tag, Target’s celebrity collaboration with Giada De Laurentiis shows no signs of slowing down, in stores since 2010. In the kitchenware aisle shoppers will find kitchen tools such as spatulas, an ice cream scoop, and a silicone balloon whisk in the line’s signature red color.

Target’s RE Room Essentials line offers trendy prints and colors on kitchen items as well, but also can be found through home goods aisles. In the office supplies aisle, for example, products can be found under both the Up & Up brand, Target’s broad-based own brand for products across categories, and Re Room Essentials. Branded as Re Organize, shoppers will find several stylish desktop organizational solutions. Up & Up offers basics such as manila files and legal pads, but also colorful binder clips, magnet sets and more to stylize office space.

Targeting Canada

On March 5, Target opened three pilot stores in Ontario, the first Target locations to open in Canada. The retailer plans to open 124 Target stores across the country throughout 2013.

 “We are excited to announce a selection of brands that will be available in our Canadian stores in 2013,” said Target Canada senior vice president, Merchandising, John Morioka, at an exclusive event. “Target is known for its innovative designer partnerships and assortment of exceptional products that deliver on our ‘Expect More. Pay Less.’ brand promise and we look forward to bringing a number of our more prominent brands to bring the true Target experience to Canadian stores.”

 Canadian shoppers will be able to buy items from the following ongoing collections: the Nate Berkus Collection, Shaun White, the Sonia Kashuk Collection, and Giada De Laurentiis for Target. For a limited time, Canadians will be able to buy apparel from Roots Outfitters and items from Kate Young for Target. The Up & Up, Archer Farms, Market Pantry, and Threshold lines also will be available, in addition to several more Target-owned brands.