A new initiative sees the discount chain offering goods from mom-and-pops at specialized counters in their stores.

Discount chain Target is going to feature new lines of products designed by small businesses, which will not only give the owners access to the mass market but also serve to set Target apart from its competitors and pick up on the consumer demand trend surrounding provenance. According to Bloomberg, it plans to sell dog treats, home goods, sweets, and other products designed by little-known mom-and-pop business owners.

As its “cheap chic” model has been adapted by a number of other retailers, Target is hoping that this new initiative will help it stand out from the crowd. By championing small businesses and American entrepreneurs, it should prove popular with those consumers who have a growing desire to know where their goods come from.

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