Target Brands

From longtime faves to our newest additions, get to know each of the owned and exclusive brands our guests love.

Owned brands

There's something for everybody to love at Target, with more than 45 private labels (we call them "owned brands") to choose from. Differentiating with owned brands and a curated selection of national brand products is core to our strategy, and what guests expect from Target. 

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A New Day

Launched in September 2017, A New Day is a women’s apparel and accessories brand with a modern classic aesthetic. The brand is focused on building confidence through versatility.
Shop A New Day

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All in Motion

All in Motion, launched in January 2020, is an activewear and sporting goods brand designed to help all guests — no matter their speed, style or ability — celebrate the joy of movement. The brand focuses on quality, sustainability and inclusivity, all at incredible Target prices.
Shop All in Motion

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Art Class

Launched in January 2017, Art Class is an apparel and accessories line featuring trend-right styles and basics designed for  tweens ages 9-12.
Shop Art Class

A person relaxes in comfortable navy-blue sleepwear from the Auden collection.


Launched in 2019 and refreshed in 2024, Auden offers an expanded collection of intimates, socks, bodysuits, sleep and loungewear that combines comfort, style and affordability for all women.
Shop Auden

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AVA & VIV, which launched in 2015, is women’s apparel that offers extended sizes (X-4X) for women who love fashion and appreciate quality at an incredible value. 
Shop AVA & VIV

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Boots & Barkley

Boots and Barkley is Target’s owned brand apparel and accessory line for pets which launched in 2011. The brand includes pet beds, bowls, collars, leashes and toys featuring an elevated look and feel.
Shop Boots & Barkley



Brightroom, a storage and home organization owned brand, launched in January 2022. The collection provides hundreds of practical, versatile, well-designed storage and organization options that make organized living easy — at a great value.
Shop Brightroom


Bullseye's Playground

Since 2015, Bullseye’s Playground, the beloved grab-and-go display near the front of Target stores (and available on, too), has delighted guests with incredible items for the whole family, at irresistible prices (everything is $1 to $5).

a bed and a bathtub


Launched in June 2020, Casaluna is a collection of more than 700 quality bedding and bath items featuring elevated natural and sustainable materials like linen, hemp, silk and cashmere — all at an incredible, only-at-Target value. 
Shop Casaluna

a man and a woman

Cat & Jack

Launched in July 2016, Cat & Jack is a kids’ and baby apparel and accessories line featuring high-quality wardrobe staples and must-have seasonal trends, all at affordable prices.
Shop Cat & Jack

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Cloud Island

Cloud Island is a collection of nursery décor, bedding, bath and layette that launched in May 2017. Cloud Island includes stylish, affordable items designed with a focus on safety, durability and comfort, allowing parents to easily mix and match items in their nursery, bathroom and more.
Shop Cloud Island

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Launched in March 2019, Colsie offers guests intimates, lounge and sleepwear styles that are of-the-moment, adventurous and effortless, all while being comfortable and versatile.
Shop Colsie

A variety of dealworthy products on a white background, including paper plates, toilet tissue, cotton balls, toothbrushes, dental floss, men’s boxer briefs and more.


Launched in 2024, dealworthy is a low-price, no-frills essentials brand designed to give guests incredible value on everyday apparel & accessories, essentials & beauty, electronics and home items. The brand includes nearly 400 basics, from laundry detergent and toothbrushes to undergarments, paper plates and more.
Shop dealworthy

a group of people sitting at a picnic table by a lake


Launched in 2005, Embark empowers guests to embrace adventures near and far with high-quality gear that’s functional and stylish. With its wide assortment of camping gear — including shelters, sleeping bags, backpacks, camping chairs and more — Embark is the go-to brand to help all families enjoy the great outdoors.
Shop Embark

a hand holding a bottle of perfume


Launched in April 2019, Everspring is a household essentials owned brand comprised of items ranging from laundry detergent to candles — all of which are made with reusable, biobased or recycled materials, or natural fibers. Everspring incorporates thoughtful details, from beautifully designed packaging to carefully selected scent profiles such as citrus and basil, and all products are compliant with Target Clean. One of the newest additions: ultra-concentrated cleaners that can be used in reusable Everspring spray bottles, cutting down on emissions and packaging.
Shop Everspring


Favorite Day

Debuting in April 2021, Favorite Day features more than 1,000 high-quality sweet and savory finds at an incredible value — from bakery and trail mixes to premium ice cream and more — to help guests indulge in delicious moments of joy, whether treating themselves or enjoying with those they love.
Shop Favorite Day

Mint green pots and pans on a stove and the word “Figmint” and logo on a green background.


Kitchenware brand Figmint debuted in September 2023, offering modern, accessible cookware, bakeware, food storage, kitchen tools, appliances and more. The brand’s thoughtfully designed assortment provides inspiring meal prep solutions that make cooking easy and fun.
Shop Figmint


Future Collective

Future Collective is a trend-forward apparel and accessories brand that features collections co-designed with a rotating roster of style and cultural influencers, capturing their unique style, personality and diverse points of view. The first collection launched in September 2022.
Shop Future Collective

A plush unicorn on a gold background and a board book with a bunny illustration on a light blue background, with the Gigglescape logo in the center of the frame.


Gigglescape is a high-quality toy brand that launched in January 2024 with plush toys and will include books, games and more. Rooted in learning and development, Gigglescape products encourage open-ended play, discovery and imagination for kids and their parents.
Shop Gigglescape


Good & Gather

Launched in September 2019, Good & Gather features more than 2,500 products and serves up great food — from dairy and produce to ready-made pastas, meats, baby and toddler food and more — for real life. It’s all the good stuff guests love, without artificial flavors, synthetic colors, artificial sweeteners and high fructose corn syrup.
Shop Good & Gather

a man in a suit

Goodfellow & Co

Goodfellow & Co is a men’s apparel and accessories brand that debuted in September 2017, with a strong foundation of core items focused on fit and fabric with a modern interpretation of a classic aesthetic. The brand is focused on efficiency through quality fabrics and a consistent, well-engineered fit.
Shop Goodfellow & Co


Hearth & Hand with Magnolia

Launched in November 2017, Hearth & Hand with Magnolia is an exclusive home and lifestyle brand designed in partnership with Chip and Joanna Gaines. The assortment features a modern farmhouse aesthetic and refreshes multiple times throughout the year.
Shop Hearth & Hand with Magnolia

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Launched in 2018, Heyday — our first Target-designed (and exclusive!) electronics brand — lets you say buh-bye to basic whites and greys and power up your personal style with 150+ eye-catching, on-trend tech accessories (think colorful hues, luxe accents and elevated monochromatic designs) that won’t break the bank (most items are $30 or less) or compromise quality.
Shop Heyday

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Hyde & EEK! Boutique

Launched in September 2017, Hyde & EEK! Boutique is a branded in-store and online destination where guests can find all their Halloween must-haves — including décor, costumes, candy and more — with ease and style at an incredible value.
Shop Hyde & EEK! Boutique

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This women’s fashion performance apparel brand debuted in October 2017. The design is based on emerging street style that inspires fitness motivation through fashion. It’s focused on building community through style and wellness.
Shop JoyLab

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Launched in August 2021, Kindfull is Target’s cat and dog food owned brand, featuring affordable solutions that create a world of good for your pet. Over 40% of Kindfull items are in recyclable packaging, supporting our Target Forward ambition to innovate to eliminate waste. Another plus: Fish used in Kindfull products are wild-caught using sustainable practices that help protect ocean resources.
Shop Kindfull


Knox Rose

Knox Rose is a women’s apparel brand that debuted in 2017, featuring globally-inspired pieces that celebrate a spirit of discovery. The brand features timeless looks and effortless fits, allowing guests to express their style through color, modern prints and artisan details.
Shop Knox Rose

a person in a garment

Kona Sol

Kona Sol is a chic, feminine and sophisticated women’s swimwear brand launched in January 2019. This size-inclusive line includes swimwear and cover-ups and is designed for women who are thinking as much about style as they are about comfort and feeling confident in their own skin.
Shop Kona Sol


Made By Design

Made By Design debuted in June 2018 and offers beautiful, purposeful pieces that guests can count on for superior quality, style and value, season after season. The assortment features simple and affordable houseware basics, luggage and travel accessories.
Shop Made By Design

a table with food and drinks

Market Pantry

Market Pantry, introduced in 2001, offers quality family-friendly food items that satisfy both budget and taste. Market Pantry products are 10 to 30% less expensive than national brand equivalents, ensuring the best value each and every day. 
Shop Market Pantry


Mondo Llama

Mondo Llama, launched in March 2021, is an arts and crafts brand that inspires kids and adults alike to cultivate their creativity. The brand features everything from paint sets and canvases to craft supplies and drawing kits, all in a colorful, bold palette.
Shop Mondo Llama

a group of toothbrushes

More Than Magic

Launched in June 2019, More Than Magic is Target’s first beauty brand dedicated to tweens. Products deliver more ways to sparkle with fun items such as face masks, manicure sets, bath bombs and more — all at wallet-friendly prices moms and dads can feel good about.
Shop More Than Magic



Launched in April 2018, Opalhouse offers guests an eclectic aesthetic with bold and colorful pieces for the home. Inspired by places near and far, the assortment features handcrafted touches and globally inspired details, updating multiple times throughout the year.
Shop Opalhouse

a person holding a suitcase

Open Story

Open Story, launched in February 2020, is a line of premium luggage made for travel lovers by travel lovers. The luggage, backpacks, garment bags, packing cubes and more are stylish, functional and cost 25-30% less than comparable brands.
Shop Open Story

a man in a green jacket

Original Use

Original Use is a size-inclusive apparel & accessories brand for young men, which launched in August 2018. The brand is street-meets-vintage modernity, with a focus on enabling guests to explore fashion, culture and individuality. 
Shop Original Use

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Launched in February 2016, Pillowfort is Target’s stylish home collection for kids, with thousands of mix-and-match pieces at great prices. The assortment was designed to grow with a child’s sense of individuality.
Shop Pillowfort


Project 62

Introduced in September 2017, Project 62 is an approachable modern home assortment designed for everyday life. The brand name Project 62 reflects the year Target was founded (1962), as well as the peak of the mid-century modern movement.
Shop Project 62

a room with a chair and a lamp

Room Essentials

Launched in 2003, Room Essentials includes stylish and functional pieces at an incredible value. The assortment is perfect for a guest’s first apartment or dorm room.
Shop Room Essentials 

a couple of women posing for the camera

Shade & Shore

Launched in November 2016, Shade & Shore is a women’s swimwear brand offering vacation-ready one pieces and bikini tops and bottoms. The brand features traditional cup and band sizing, ranging from 32A to 38DDD, offering the most-precise size and best possible fit.
Shop Shade & Shore

a couple of bottles of shampoo


Launched in 2018, Smartly, is a lower-priced essentials and personal care brand comprised of items such as hand soap, paper plates, household cleaners and razors, with most items less than $2.
Shop Smartly

a table with chairs around it

Smith & Hawken

Target acquired Smith & Hawken in 2010, and since then the brand continues to offer guests stylish and sturdy pieces for sophisticated outdoor living. From outdoor furniture to a wide selection of gardening and décor solutions, Smith & Hawken includes mix-and-match pieces designed to create the ultimate outdoor space.
Shop Smith & Hawken


Sonia Kashuk

Sonia Kashuk is an exclusive brand that offers guests stylish, high-quality cosmetic cases and makeup application tools.
Shop Sonia Kashuk

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Launched in 2012, Spritz is a spunky and energetic line of party supplies. The assortment includes gift bags, disposable plates and festive party decorations to make any occasion one to remember.
Shop Spritz

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Stars Above

Launched in March 2019, Stars Above is created with functionality, style and versatility in mind, and offers guests stylish, comfortable sleepwear for their best night’s sleep.
Shop Stars Above

a bag of candy

Sun Squad

Debuted in 2019, Sun Squad is a seasonal brand designed to help guests celebrate the pure joy of summer. It’s brimming with playful products for the whole family, from zany pool floats and larger-than-life sprinklers to backyard entertaining must-haves, all at an incredible value. In 2023, Target expanded the brand to include Winter Sun Squad, delivering even more seasonal fun.
Shop Sun Squad

a room with a table chairs and a mirror


Launched in September 2012, Threshold offers guests a relaxed, classic aesthetic to help create a warm, welcoming environment at home. The assortment refreshes multiple times throughout the year and includes thousands of quality products at an incredible value.
Shop Threshold

a woman wearing a white coat

Universal Thread

Universal Thread is a women’s lifestyle brand grounded in denim that’s completely size-inclusive (00-26W), with a variety of styles, lengths and rises along with complementary tops, dresses, shoes and accessories.
Shop Universal Thread

The up&up logo in the top left corner and a variety of up&up products including kids’ flossers, paper towels, sandwich bags, ibuprofen, body lotion, dog training pads and cotton balls.


up&up is an everyday essentials brand that offers high quality, affordable products across Target’s entire assortment. Introduced in 2009, up&up relaunched in 2024 with hundreds of new products and reformulated existing products. From home items and personal care to food storage and more, up&up helps guests take care of themselves and their families, at only-at-Target prices.
Shop up&up

a woman wearing sunglasses

Wild Fable

Wild Fable is an apparel & accessories brand for young adults. This inclusive, trendy brand launched in August 2018 and introduced swimwear in 2023. Wild Fable is designed to let guests create their own styles for life’s many moments.
Shop Wild Fable

a christmas tree with ornaments and decorations


Debuted in 2016, Wondershop is a branded in-store and online destination for guests to get all their holiday needs — like tree-trimming items, festive treats and family pajamas — with ease and style at an incredible value.
Shop Wondershop

a person's legs and feet


Xhilaration offers women’s basics with a youthful vibe, including socks, hosiery and leggings, for guests who want a trend-forward look at an incredible value.
Shop Xhilaration

Wine & spirits selects

California Roots

California Roots is a collection of $5 wines in six varietals: Cabernet Sauvignon, Chardonnay, Moscato, Pinot Grigio, Red Blend and Rosé. Exclusively launched at Target in August 2017, California Roots has quickly become one of Target’s best-selling wine brands.
Shop California Roots

Casa Cantina

Launched in June 2022, Casa Cantina is an assortment of pre-mixed margaritas and piña coladas. Vegan, gluten-free and made using high-quality ingredients and 100% de agave wine, the convenient, drink-ready options are perfect for any adult beverage occasion, without traditional cocktail prep.
Shop Casa Cantina

The Collection

Launched in 2019, The Collection is an assortment of premium California wines at an incredible value – just $9.99 per bottle. It’s sourced from the Delicato Family Vineyards, a family-owned winery that’s been winemaking since 1935 with sustainable and environmentally sensitive farming practices.
Shop The Collection


Launched in February 2021, Headliner features fun, approachable wines for every occasion and every mood, including Pinot Grigio, Cabernet Sauvignon, Red Blend and more at just $7.99 in most states.
Shop Headliner

Jingle & Mingle

Launched in November 2021, Jingle & Mingle is a seasonal assortment featuring a finely-crafted, festive wine experience at an incredible value — starting at just $14.99 in most states.
Shop Jingle & Mingle

Rosé Bae

In February 2020, Target debuted Rosé Bae, an Insta-worthy rosé featuring four colorful label variations and delicious strawberry, raspberry and floral notes.
Shop Rosé Bae


Launched in February 2021, Photograph boasts North Coast Cabernet Sauvignon, Central Coast Pinot Noir and Central Coast Chardonnay sourced from some of the finest vineyards in U.S. They’re an incredible value, at $12.99 in most states.
Shop Photograph


Launched in February 2021, these fruit-forward wines are bursting with juicy, refreshing flavors like peach, strawberry and tropical moscato and more. They’re great to sip on their own or stirred into a cocktail and are just $6.99 in most states. 
Shop SunPop

Wine Cube

Wine Cube, a premium boxed wine exclusively launched at Target, offers delicious high-quality wine. Available in 12 varietals, Wine Cube delivers exceptional quality and value and has won more than 300 awards since its launch in 2003. Wine Cube’s bag-in-box technology promises that each glass of wine tastes like new for up to four weeks once opened.
Shop Wine Cube

Retailer of the Year 2021

Store Brands named Target Retailer of the Year 2021, with a focus on our Owned Brand strategy.
Read all about it

Target Forward

Owned Brands play a significant part in Target Forward, our sustainability strategy — including our ambition to design and elevate sustainable brands.
Learn more

Owned Brand History

Target launched its first owned brand in 1984 and has introduced more than 17 new owned brands since 2019.
Browse owned brand history milestones