Target debuts six online-only brands

New York -- Target has debuted six brands that will be available exclusively online.

While continuing to draw people into its physical stores with sales and other incentives, the retailer recognizes the need to change as shoppers’ habits change. Target divisional merchandise manager Theresa Schmidt acknowledges that consumers are going online more often to shop from the comfort of their own homes, and the need to not only draw new consumers to its online site but also retain existing online consumers, by offering online-exclusive deals that will set not only the retailer apart from other retailers, but also the website apart from the physical store.
“We’re excited about these new brands and how they’re helping us further differentiate from other online retailers,” says Theresa Schmidt, a Target divisional merchandise manager. “We know our guests are increasingly connected and are shopping online more, so we wanted to offer guests something new, unique and unexpected.”
The six new brands available at include Labworks, Room 365, Zutano Blue, MudHut, Boho Boutique and TOO by Blu Dot.
Labworks is a contemporary line of women’s ready-to-wear apparel available in missy, plus and petite sizes. Room 365 is a home décor collection that features bright colors and prints and modern designs. Zutano Blue is a collection of clothing, bedding and home décor by European designer Uli Belenky that, according to the designer, celebrates the spirit of childhood. MudHut is a collection of bedding, textiles and home accessories that feature textures, hues and motifs of Africa, Asia and Latin America. Boho Boutique features and assortment of bedding, table linens, curtains and shower curtains.
TOO by Blu Dot is a collection of modern décor rooted in simple design. Blue Dot was founded in 1997 by college friends John Christakos, Charles Lazor and Maurice Blanks, who all shared a passion for art, architecture and design. The trio aimed to design products that are useful, affordable, desirable and accessible.
Although TOO by Blu Dot is an online-only collection, Target’s five CityTarget locations will have the collection on display so consumers can get a hands-on feel for it and then scan QR codes to either purchase the products or learn more about them.



- 11:05 AM
Jennifer Friedberg says

Target isn't the first retailer to offer online only items, but the fact it's going so far as to offer six brands online only definitely reinforces the importance of its ecommerce business. What I find especially interesting is how it plans to use the stores as a way to showcase, not offer for sale, some of these web-only products. This is a reversal from the web's early days when sites were nothing more than promotional vehicles to drive people into the stores. Most important, though, this brings to the fore the question of should there actually be separate brands/separate channels or is this running completely counter to consumers' continuing demands for a fully omni-channel retail experience?

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