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Target Pioneers Wholesale Expansion, Amplifying Retail Horizons


Benjamin Hughes

May 6, 2024 - 10:19 am


Target Expands Private-Label Brand Reach Beyond Its Own Shelves

Target Corporation, a major player in the retail sector, is venturing into uncharted territory as it sets its sights on consumers outside its own customer base. Known for its diverse range of private-label brands, the company is now tapping into the customer base of other retailers, marking a bold step in its growth strategy.

Growing Beyond the Apparel Range

Target has announced the expansion of its Cat & Jack children’s brand’s presence within the Hudson’s Bay Company stores in Canada. Building on the success of the apparel products introduced in March, the enhanced collaboration will see a new range of swimwear, outerwear, and footwear being offered. This move comes in response to the enthusiasm previously seen with the apparel line and signifies Target's first venture into the wholesale domain.

Positive Feedback Spurs Expansion

According to Christina Hennington, Target's Chief Growth Officer, the partnership with Hudson’s Bay has been met with positive customer feedback. The assortment of products contributed to a noteworthy climb in both the number and value of transactions within the children's clothing section. The strategies are set for the new additions to grace Hudson’s Bay shelves from next year forward.

Looking to the Global Market

Hennington has revealed that Target has attracted attention from retailers worldwide and is in the preliminary stages of reviewing prospects to distribute its private-label products in Europe and the Americas. Emphasizing the primary focus on U.S. customers, Hennington indicated that the exploration of international wholesale opportunities is developing from a vantage point outside their home ground.

Merchandising: A Key to Reversing the Sales Slump

Merchandising is becoming increasingly pivotal as Target strives to reverse the trend after witnessing three quarters of consecutive sales dips. Customers have been exercising caution and selecting fewer non-essential items amidst rising inflation and interest rates. Additionally, the brand experienced a hiccup with controversy surrounding their LGBTQ-themed merchandise. However, a turnaround is expected with forecasts projecting a return to positive comparable sales in the coming second quarter.

Private-Label Products: Exceptional Margins and Customer Loyalty

The tactic of promoting store brands through other wholesalers stands out as unique within the retail sphere. These private-label goods generally come at a lower price point compared to named brands while yielding higher profit margins. Target has watched fellow retailers like Walmart Inc. and Kroger Co. enhance their private-label portfolios in recent times, yielding impressive results in retaining customer loyalty.

Target touts that their Cat & Jack brand alone is a formidable sales magnet, with over 300 million items flying off the shelves annually and approximately $3 billion in revenue. When combined, Target’s in-house brands ring up more than $30 billion in yearly sales—representing a substantial one-third of the company's entire revenue stream.

A Dual Strategy for Growth

Target is not just resting on the laurels of its established house brands but is innovating with the introduction of new lines. Simultaneously, they're weaving in exclusive national brand products—like the special Diane von Furstenberg collection and Stanley brand tumblers—to bolster store traffic and sales.

Revitalizing Stores and Rewards

Looking long-term, Target is betting on a larger network of stores combined with a revamped loyalty scheme to aid in rejuvenating its financial performance. With plans to unveil over 300 new stores within the coming decade and refurbish the bulk of its existing locations, the company aims to keep pace with competitors. April saw the launch of the Target Circle 360 paid membership, which poses a direct challenge to the membership programs of Inc. and Walmart.

A Comeback Story in Canada

The deal with Hudson’s Bay signifies a notable comeback for Target in the Canadian market—a market they departed less than two years after inaugurating their first stores there, due to a rapid accumulation of losses. Although the company has kept sales figures from the wholesale deal under wraps, the renewed presence signals a strategic reassessment of its international relations.

Bloomberg Reference for Continued Updates

For those keen on following the unfolding story of Target's strategic forays and business developments, updates will be continuously provided by Bloomberg L.P., which also initially reported on the company’s latest business tactics.

For additional information, please visit the original Bloomberg article at Bloomberg - Are you a robot?


With the reimagined expansion of Target's private-label brands, the retail giant is demonstrating its commitment to broadening its horizons and capturing market share beyond its traditional domain. The move represents a potential game-changer in how retailers perceive and manage their own brands and their reach. As private-label brands continue to gain traction and favor among price-conscious consumers, Target's innovative approach may well set a new standard for the retail industry.