Target upping its in-store game for men’s grooming

BY Marianne Wilson

Target Corp. is putting a new push behind a growing segment of its beauty business: men’s grooming.

The discounter is introducing a new store “experience” for the category across 11 Target stores, with plans to update the department in 80 more locations by the end of the year. More than 600 products will be featured in the new men’s selection, which is also being expanded to include such men’s accessories as hats, wallets and more from Target private apparel brand Goodfellow & Co.

“Guys are more style savvy and selective than ever and they spend a considerable amount of time researching products before they make a purchase, which is why we’re upping our game with the assortment and experiences we’re creating just for men” said Mark Tritton, executive VP and chief merchandising officer, Target. “By doubling down on our men’s grooming offerings and elevating the experience, we’re giving our male guests even more reasons to choose Target.”

The new initiative is in line with Target’s increased emphasis on beauty. In April, the retailer kicked off its “takeoff” accelerator program, which, this year, is devoted to beauty. Also in April, Target added eight new cosmetic brands for medium to dark skin tones to its 1,000 brands-plus beauty assortment.

Target said its share in the men’s grooming market has continued to grow during the past few years. It expects the business to double by 2020.


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