On Target: Differentiating Through Owned Brands

  • Mar 11, 2024

There’s a reason our owned brands have been so popular with consumers for decades. With nearly 50 only-at-Target brands and counting across every major category, they offer a wide range of product options at exceptional value, quality and style. Along with our curated national brands and exclusive partnerships, Target’s more-than-$30-billion owned brand portfolio is part of a winning formula that helps us keep our Expect More. Pay Less. promise and fuels our business’ growth.

In this episode of On Target, go behind the scenes with leaders who guide the work, including Chief Growth Officer Christina Hennington; Chief Food, Essentials and Beauty Officer Rick Gomez; Chief Merchandising Officer of Apparel & Accessories, Home and Hardlines Jill Sando; SVP of Product Design and Packaging Jenny Breeden; SVP and President, Owned Brand Sourcing Bill Foudy and SVP of Brand and Portfolio Management Carlos Saavedra.

“The amount of time, money, capital and infrastructure that we’ve built behind Target’s owned brands over the last 30 years would be really difficult to replicate at this scale,” Christina says. “We’ve invested in insights and research that allow us to understand our guests at a deeper level. And we’ve proven over time that we can turn those insights into real, meaningful products that offer the kinds of value our guests have come to expect.”

Click the video on top of this page to explore:

  • The core components of our owned brand strategy that’s built unrivaled capabilities to meet consumers’ needs
  • How our owned brands drive business growth and consumer preference in a crowded retail landscape
  • Our brand management team’s role in curating a relevant assortment through new brands and expansions
  • How our product design and packaging team delivers even better product options, in-store presentation and marketing
  • Our sourcing and development team’s work to give us a competitive edge in cost, flexibility, supply chain security and support for Target Forward goals

Learn more about our core business strategies

Revisit the first episode of our series, On Target: Inside our Stores-as-Hubs Strategy, to learn how we’re evolving our model to get more efficient and continue meeting consumers’ changing needs. Stay tuned for deep dives into other unique capabilities behind Target’s core business strategies throughout the year.

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