Founder-led and emerging brands are an important part of Target’s merchandising authority: bringing newness, innovation and distinctive products to our assortment while helping Target anticipate what guests will want next.
From industry-leading accelerator programs and supplier engagement to community partnerships and our merchants’ constant search for the next great brand to launch at Target, we’re deeply invested in supporting emerging businesses. Read on to learn how we’re bringing this commitment to life.
Accelerating emerging businesses
At Target, our merchants are constantly looking for brands and products that bring something new to the Target experience. Emerging brands play an important role in our carefully curated mix of owned, national and emerging brands, helping us introduce guests to fresh ideas, compelling products and founders with distinctive points of view.
And when we see potential, Target can offer founders more than a place on shelf. Through retail education, mentorship, merchant connections and opportunities to launch and scale, we help emerging brands navigate what it takes to succeed in mass retail.
Discovering what’s next
Finding the next great brand starts with creating more ways for founders and Target merchants to connect. Through brand discovery events, Target brings emerging brands and founders together with our teams to showcase innovative products, exchange insights and explore potential pathways to Target.
This summer, we hosted over 50 Food & Beverage emerging brands in Minneapolis to showcase their products to Target merchants. For many founders, events like these are an opportunity to earn a place on Target shelves—and take the next step from startup to national brand.
We host these events twice per year across categories, allowing our merchants to spend time exploring different brands that we know our guests would love.
Preparing founders for retail
Another way we find and welcome small businesses to Target? Investing in our leading signature program — Target Takeoff — that helps thousands of small businesses and aspiring entrepreneurs across our product categories.
Target Takeoff: Since its inception in 2017, our marquee accelerator program has helped emerging consumer packaged goods brands grow and scale in preparation for launching at Target.
- Over 150 brands across categories have participated in our Target Takeoff program since 2017, including: Projo Coffee (2026); Lottie’s Meat (2026); Blueland (2025), Protein Pints (2025), Blanchard’s Coffee Co. (2025), Native Pet (2021), and Scotch Porter (2019).
- Over the span of several months, entrepreneurs participate in a curated curriculum, which includes mentorship, retail education and connections with Target leaders.
- For up to two years after launching on-shelf at Target, alums receive continued access to coaching, resources, and connections as they navigate scaling their business.
- Target Takeoff alums from 2020-2025 have reached $66M in sales.
- 12 brands have hit $1M or more in revenue since 2022.
- Almost a quarter of brands that have been through Target Takeoff in 2025 have already hit $1 million in sales.
Through the experience, we learned from experts how to best bring our plastic-free cleaning products to life at Target, execute successfully at scale and build strong partnerships to create a delightful Target guest experience.
Empowering founders and connecting communities
We further extend our industry-leading expertise and resources to help those with big ideas find their path forward, grow their business and their brand and strengthen the communities we all call home.
For example, since 2020, Target has teamed up with the Russell Innovation Center for Entrepreneurs (RICE) in Atlanta to fuel economic mobility for Black entrepreneurs. In 2024, we upped our commitment with a $1.5 million investment over three years, enabling small business growth and opportunity. Learn more about the partnership.
Target and Target Foundation have a long-standing history of supporting organizations that focus on emerging business and entrepreneurship. One example: DreamSpring, a nonprofit small business loan fund that pairs affordable capital with targeted educational opportunities for aspiring entrepreneurs. With funding from the Target Foundation, DreamSpring reached over 1,000 entrepreneurs with in-person education opportunities in 2024 alone.
Another example? In 2024, Target partnered with nonprofits, including SoLa Foundation and Our Village United, to provide training, capital and networks for entrepreneurs. Select entrepreneurs received mentorship, access to retail insights and the chance to pitch their products at Pitch Forward, a Target-hosted competition which awarded $90,000 in prizes.
This summer, Target partnered with the U.S. Black Chambers (USBC) to launch USBC 360, a hybrid accelerator that will help 25 emerging CPG founders over the course of 12-weeks build the operational foundation needed to grow and scale sustainably. Through the partnership, Target is also helping create a dedicated entrepreneurial hub at USBC’s Washington, D.C. headquarters and connecting founders with mentorship, retail expertise, practical tools and growth opportunities that extend beyond the program. Target team members will also contribute as pro bono mentors, helping founders strengthen their business fundamentals, expand their networks and build the capabilities needed to grow sustainably.
Your questions, answered
So, what does this all mean for small businesses, Target and the communities we serve? Let’s dig in.
What's in it for founders?
- Expert retail education: We share guidance, resources and our deep expertise across the full retail experience to help small businesses and entrepreneurs bring their products to market.
- Mentorship: Target leaders and experts work closely with them, serving as mentors, encouragers and support. Over time, thousands of small business mentorship connections have been made at Target.
- Expanded reach: Our programs have given thousands of entrepreneurs the opportunity to connect with one of the nation’s largest retailers and, potentially, our millions of guests.
What are the benefits for Target?
- Always-on innovation: Small businesses bring fresh ideas, trend-forward products and unique perspectives.
- Diverse assortment: These fresh products and ideas help us expand our offerings with innovative and inclusive products that help us meet our guests’ ever-evolving needs.
- Stronger partnerships: And together, we create lasting connections that can grow and flourish within Target’s ecosystem.
How are we impacting the communities we serve?
- Economic growth: When small businesses succeed, local jobs and the local economy also grow.
- Representation: A wider variety of founders and products helps ensure that communities can see themselves reflected as they shop.
- Innovation for all: Supporting entrepreneurs fuels creativity and innovation, which, in turn, boosts the broader economy.
This all adds up to fulfilling entrepreneurs’ dreams and turning ideas into viable, thriving businesses — a process we continuously evolve through founder feedback so our resources always meet the real needs of entrepreneurs.
Want to get involved?
- Shop small business: Learn more about the Target Takeoff accelerator program, including past participants you can shop and new brands coming soon.
- Learn and grow at every stage: Whether you’re just starting out or scaling an established business, Target’s Learning Center offers free, on-demand educational resources and retail insights designed to help entrepreneurs build their capabilities and grow.
- Pitch us your business: If you are an established B2B or small business product brand — or simply have an idea for a new business to partner with Target — we want to hear from you.
- Learn and grow at every stage: Whether you're just starting out or scaling an established business, our Learning Center offers on-demand, best-in-class educational resources to support your journey.