Guests come to Target looking for products that feel fresh, relevant and inspiring, and Target Plus is helping us deliver even more of that experience online. Our curated and carefully selected third-party marketplace makes it easier for guests to discover top products at an exceptional value and shop more of the brands they know and love — along with new ones they’ll be excited to discover. It reflects our merchandising authority by giving Target.com shoppers more options and extending our digital aisle with more of the trend-forward brands guests want at Target.
That’s why we’re continuing to expand Target Plus with a thoughtful mix of brands that bring style, design and value to guests, including apparel and accessories brands like Clarks, Forever 21 and JanSport; beauty and wellness brands like LovelySkin and NatureWise; and home, entertainment and food brands like Serta, JLab, Hisense and Wild Alaskan Company. This summer, we’re continuing to grow our roster of trusted marketplace partners and are launching dozens of new, hand-picked brands to give guests even more newness and inspiration across the categories they love.
We spoke with Chief Digital and Revenue Officer Sarah Travis to learn more about how Target Plus is evolving and bringing guests more of the brands and products they’re looking for.
Target Plus has been growing quickly. What should guests know about it right now?
What’s most exciting right now is that we’re growing in a way that’s very intentional and guest-focused. Guests come to Target expecting discovery, style and relevance, and Target Plus helps us extend that experience with more of the brands and products they’re looking for, like Forever 21, JanSport, JLab and other new brands we’re launching this summer. Because Target Plus is invite-only, we’re able to grow while maintaining the confidence, quality and trust guests expect from Target.
You’ve talked about “curation at scale.” What does that look like at Target?
For us, curation at scale means we can grow quickly without losing what makes Target feel like Target. As we bring more new brands to Target Plus, we’re focused on brands that add something meaningful for guests and reinforce our point of view on style, design and value. That’s how we expand our digital assortment in a way that still feels curated, relevant and distinctly Target.
What can guests expect from the new brands coming to Target Plus?
We’re adding brands that help us bring more style, value and inspiration to the Target experience online. Some are brands guests already know and love, while others may be newer finds. In both cases, we want discovery to feel easy, inspiring and affordable, with more choices that fit how our guests are shopping today.
How does Target Plus help guests discover more of what they’re looking for?
It gives us a flexible way to add new products and brands online, respond faster to what guests are excited about and offer more choice in areas where discovery really matters. It also creates opportunities for brands to reach Target shoppers in a meaningful way. Korean beauty is a great example: when we saw growing guest interest and momentum on social, we quickly expanded our K-beauty offering on Target Plus to hundreds of new items, helping us bring that trend to guests faster and meet demand in a more meaningful way. That complemented the new and emerging brands we had already been adding to our beauty assortment, with Target Plus brands now accounting for more than half of our K-beauty assortment offering.
As we bring more new brands to Target Plus, we’re focused on brands that add something meaningful for guests and reinforce what guests expect from Target: style, design and value.
What are some of the biggest benefits of Target Plus when you think about the in-store and digital products we offer guests?
One of the biggest advantages of Target Plus is that it helps us build our assortment strategies around what guests want most from Target and what’s best for our business. That flexibility is especially valuable as we continue adding new brands. It gives us another way to serve guests online while making thoughtful choices about the role our stores play. In categories like Fun 101, that means adding bigger items like laptops, televisions and printers to Target Plus, which gives stores more room to focus on the products guests most want to shop in person like entertainment, smaller tech accessories and youth sports essentials. We’re also using Target Plus to expand choice in areas like sports equipment, where specialized brands can give guests even more of the products they’re looking for.
How are you helping guests discover Target Plus items as the assortment expands?
There are lots of pathways to discovery today, so we’re committed to making it easy for guests to find what they need, especially with more new brands coming to Target Plus in the months ahead. On our own Target platforms, that means continuing to improve search, integrating Target Plus more fully into promotions and making discovery easier through experiences like our centralized Deals Hub. We’re also making it more seamless for guests to find Target Plus items in more places online. That includes showing up more clearly in AI-powered search and other digital discovery experiences through our work with partners like OpenAI, Google and Microsoft.
Ultimately, we’re focused on growing Target Plus in a way that makes the Target experience better for guests. That means a thoughtful selection of new and on-trend products, a clear point of view on curation and more opportunities for great brands to grow with us. As we continue to expand, I’m excited about what that unlocks for our guests: more choice, more inspiration and more ways to discover what’s new and next.
