For many parents, shopping for a new baby can feel overwhelming and time-consuming. From choosing the right car seat to finding trusted everyday essentials, the decisions can quickly add up. That’s why Target is transforming its baby department, curating the brands and products parents want most and creating a new shopping experience around them that feels more helpful, inspiring and enjoyable. We’re launching a new Baby Boutique experience featuring premium brands parents have been asking for, expanding our Baby Concierge service to stores so parents can get expert support, introducing new spaces in stores and online that make it easier to discover and compare products, and adding nearly 2,000 thoughtfully-curated new items and exclusive finds guests won’t see anywhere else.
“Guests trust Target to show up for them during life’s biggest milestones,” says Amanda Nusz, senior vice president of merchandising, essentials and beauty, Target. “Our focus is on bringing together products busy families will love at the value they expect, paired with expert guidance and joyful, easy-to-shop spaces that make preparing for a new baby feel both special and practical.”
Making big decisions easier
Target’s baby department evolution is all about making it easier for families to browse, compare and find what’s right for them. Here’s how Target’s making it happen:
Baby Boutique at Target
Launching in nearly 200 stores in March and refreshing online March 15, the new Baby Boutique brings premium brands including UPPAbaby, Bugaboo, Stokke and Doona to more families. Built in response to guests who want access to these brands, Baby Boutique is a thoughtfully designed, specialty-style shopping experience within Target. Strollers and car seats are displayed side by side so parents can easily compare features and test them in person. With curated products and more interactive displays, parents can approach big purchases with less guesswork and more confidence.
Baby Concierge
Starting in March, personalized one-on-one expert guidance will be available in person by appointment at Target’s Baby Boutiques, with virtual access available now. This free Baby Concierge service pilot, powered by experts from Tot Squad, gives parents a trusted resource when questions come up, whether they’re choosing a bassinet, comparing monitors or building a registry.
Events and activations
The Baby Boutique will come to life with an in-store celebration at a Target store in Boston on March 29, with additional baby experiences planned throughout the year. These moments give families a chance to see products up close, connect with experts and celebrate the journey of parenthood together.
An assortment for all families
Target’s total baby assortment will also grow by nearly 2,000 new items this year, expanding choice across premium brands, wellness offerings, exclusives and owned brand favorites. From $1 everyday essentials to premium finds, additions include:
New items from Wildbird, Lalo, Toddlekind and Wonder & Wise
Wellness offerings from Nemah, Tubby Todd, Freestyle and Amara
National brand exclusives including Joie, Upseat, Nanit, Hey Tiger and expanded offerings from Little Spoon
More from Target brands Cloud Island and Good & Gather, with hundreds of new items across milestone gifts, plush, blankets, feeding and snacking essentials
In addition, nearly 1,000 stores will introduce a front-of-department gifting area that brings together seasonal finds and ready-to-gift favorites in one easy-to-shop space, making discovery even more convenient. And because today’s parents often start their research online, the expanded assortment is supported by easier digital browsing and comparison tools, seamless registry planning in the Target app, and flexible fulfillment options like same-day delivery, Drive Up and Order Pickup.
By bringing together the brands parents want, clearer ways to shop — in store and online — and expert support along the way, Target is making it easier to prepare for and celebrate one of life’s biggest milestones.
