Target Creates Online-Only Brands

Target Creates Online-Only Brands

Retailer differentiates its physical and digital stores by creating unique brands that are only available for purchase on the web.

Zachary Kraemer
  • 23 january 2013

In an attempt to drive traffic to its e-commerce site, Target has recently debuted six new lines which will be available on its website only. With a wide array of product assortment throughout the various lines, from home décor to ready-to-wear apparel, Target hopes to draw a wide demographic to its website.

Target’s divisional manager Theresa Schmidt further explains the idea of these six brands:

We’re excited about these new brands and how they’re helping us further differentiate from other online retailers. 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 online-only brands include Labworks (pictured above), Room 365, Zutano Blue, Mudhut, Boho Boutique, and a home décor line designed by Blu Dot, called TOO. The Blu Dot collection will play a fairly different role than the rest of the lines, as this line will debut in Target’s five City Stores. While, the TOO collection will not be for sale in the physical shops, it will be on display for consumers to view. If buyers are interested, they can scan the qr codes located on the product tags and buy the product, or learn more about the collection.




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