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        A Bullseye View. Behind the scenes at Target

        Target brands

        From longtime faves to our newest additions, get to know each of the owned and exclusive brands our guests love.

        featured content

        owned brands

        There's something for everybody to love at Target, with 42 private labels (we call them "owned brands") to choose from. Differentiating with owned brands and a curated selection of national brand products is core to our strategy, and what guests expect from Target. 

        Two models wear All in Motion sports bras and bottoms alongside the All in Motion logo

        All in Motion

        All in Motion, launched in January 2020, is an activewear and sporting goods brand designed to help all guests—no matter their speed, style or ability—celebrate the joy of movement. The brand focuses on quality, sustainability and inclusivity, all at incredible Target prices.

        Shop All in Motion Read the latest news about All in Motion

        The Archer Farms logo next to three bowls of assorted nuts

        Archer Farms

        Archer Farms offers a wide array of high-quality, delicious and unique foods at affordable prices allowing guests to savor every day. Our first owned food brand, Archer Farms was introduced in 1995. Our signature program in the assortment is nut and trail, including Roasted & Sea Salt Cashews, Mixed Nuts, Monster Trail, Cashew Cranberry Almond and Unsalted Cashews.
        Shop Archer Farms

        The Art Class logo next to five kid models wearing looks from the collection

        Art Class

        Launched in January 2017, Art Class is a trend-focused apparel and accessories line designed for kids ages 4-12. Art Class also features limited-edition, capsule collections on an ongoing basis.
        Shop Art ClassRead the latest news about Art Class

        Auden logo next to three women in bras and panties

        Auden

        Launched in March 2019, Auden offers a collection of bras and panties that empowers women at any age to feel comfortable and confident, and embrace the beauty of their own bodies. Shop AudenRead the latest news about Auden

        A model in a gray v-neck top, red neck scarf and khaki pants next to the AVA & VIV logo

        AVA & VIV

        AVA & VIV, which launched in 2015, is women’s apparel brand designed specifically for the Plus-size woman who loves fashion and appreciates quality at an incredible value. 
        Shop AVA & VIV

        The Boots & Barkley logo on a gray background next to a golden retriever on a gray dog bed

        Boots & Barkley

        Boots and Barkley is Target’s owned brand apparel and accessory line for pets which launched in 2011. The brand includes pet beds, bowls, collars, leashes and toys featuring an elevated look and feel.
        Shop Boots & Barkley

        The Cloud Island logo with smiling blue cloud on a banner over a cuddly gray baby blanket

        Cloud Island

        Cloud Island is a collection of nursery décor, bedding, bath and layette that launched in May 2017. Cloud Island includes stylish, affordable items designed with a focus on safety, durability and comfort, allowing parents to easily mix and match items in their nursery, bathroom and more.
        Shop Cloud IslandRead the latest news about Cloud Island

        Colsie logo next to girl with freckles lounging in pink crop top and sweater

        Colsie

        Launched in March 2019, Colsie offers guests intimates, lounge and sleepwear styles that are of-the-moment, adventurous and effortless, all while being comfortable and versatile.
        Shop ColsieRead the latest news about Colsie

        hand holding dish soap with everspring bottle and array of bottles with colored labels

        Everspring

        Launched in April 2019, Everspring is a household essentials owned brand comprised of items ranging from laundry detergent to candles – all of which are made with biobased or recycled materials or natural fibersEverspring incorporates thoughtful details, from beautifully designed packaging to carefully selected scent profiles such as citrus and basil, and all products are compliant with Target Clean.
        Shop Everspring | Read news about Everspring

        Good & Gather

        Launched in September 2019, Good & Gather serves up great food—from dairy and produce to ready-made pastas, meats and more—for real life. It’s all the good stuff guests love, without artificial flavors, synthetic colors, artificial sweeteners and high fructose corn syrup.
        Shop Good & Gather Read the latest news about Good & Gather

        The Goodfellow & Co logo next to a man wearing a black velvet jacket, white shirt and green tie

        Goodfellow & Co

        Goodfellow & Co is a Men’s apparel and accessories brand that debuted in September 2017, with a strong foundation of core items focused on fit and fabric with a modern interpretation of a classic aesthetic. The brand is focused on efficiency through quality fabrics and a consistent, well-engineered fit.
        Shop Goodfellow & Co | Read the latest news about Goodfellow & Co

        The heyday logo next to four teal and gold tech accessories

        Heyday

        Heyday—our first Target-designed (and exclusive!) electronics brand lets you say buh-bye to basic whites and greys and power up your personal style with 150+ eye-catching, on-trend tech accessories (think colorful hues, luxe accents and elevated monochromatic designs) that won’t break the bank (most items are $20 or less) or compromise quality.
        Shop HeydayRead the latest news about Heyday

        The Hyde & Eek Boutique logo next to a space decorated for Halloween

        Hyde & EEK! Boutique

        Launched in September 2017, Hyde & EEK! Boutique is a branded in-store and online destination where guests can find all their Halloween must-haves—including décor, costumes, candy and more—with ease and style at an incredible value.
        Shop Hyde & EEK! Boutique

        The JoyLab logo next to a model in a peach, white and blue workout outfit

        JoyLab

        This women’s fashion performance apparel brand debuted in October 2017. The design is based on emerging street style that inspires fitness motivation through fashion. It’s focused on building community through style and wellness.
        Shop JoyLabRead the latest news about JoyLab

        The Kona Sol logo in white text on a peach background with blue wave graphics; at right, a model wears a floral bikini from the collection.

        Kona Sol

        Kona Sol is a chic, feminine and sophisticated women’s swimwear brand launched in January 2019. The line includes swimwear and cover-ups in sizes XS-XL, with select syles available in 14W-26W. Kona Sol is designed for women who are thinking as much about style as they are about comfort, confidence and fit in a range of sizes.
        Shop Kona SolRead the latest news about Kona Sol

        Three cooking utensils next to the Made by Design logo in white text against a gray background

        Made By Design

        Made By Design debuted in June 2018 and offers beautiful, purposeful pieces that guests can count on for superior quality, style and value season after season. The assortment features simple and affordable houseware basics, luggage and travel accessories.
        Shop Made By DesignRead the latest news about Made By Design

        An assortment of Market Pantry food products with the logo at left

        Market Pantry

        Market Pantry offers quality family-friendly food items that satisfy both budget and taste. Market Pantry products are 10 to 30 percent less expensive than national brand equivalents, ensuring the best value each and every day. Introduced in 2001, Market Pantry is Target’s largest owned food brand.
        Shop Market Pantry

        The More Than Magic logo next to three teenage girls on a purple background

        More Than Magic

        Launched in June 2019, More Than Magic is Target’s first full lifestyle brand dedicated to tween girls. Products with whimsical embellishments and inclusive designs span categories from apparel and stationery to tech and beauty—all at wallet-friendly prices moms and dads can feel good about.
        Shop More Than MagicRead the latest news about More Than Magic

        The Opalhouse logo next to a decorated bedroom

        Opalhouse

        Launched in April 2018, Opalhouse offers guests an eclectic aesthetic with bold and colorful pieces for the home. Inspired by places near and far, the assortment features handcrafted touches and globally inspired details, updating multiple times throughout the year.
        Shop OpalhouseRead the latest news about Opalhouse

        The Open Story logo overlaid on a photo of a traveler carrying a grey bag

        Open Story

        Open Story, launched in February 2020, is a line of premium luggage made for travel lovers by travel lovers. The luggage, backpacks, garment bags, packing cubes and more are stylish, functional and cost 25-30% less than comparable brands.

        Shop Open Story

        Original Use

        Original Use is an Apparel & Accessories brand for young men, which launched in August 2018. The brand is street-meets-vintage modernity, with a focus on enabling guests to explore fashion, culture and individuality. This brand is 100% size-inclusive.
        Shop Original UseRead the latest news about Original Use

        The Pillowfort logo next to a decorated kid's room with a girl sitting on the bed

        Pillowfort

        Launched in February 2016, Pillowfort is Target’s stylish home collection for kids, with thousands of mix-and-match pieces at great prices. The assortment was designed to grow with a child’s sense of individuality.
        Shop PillowfortRead the latest news about Pillowfort

        The Project 62 logo on a gray background next to a royal blue couch with brown wood legs

        Project 62

        Introduced in September 2017, Project 62 is an approachable modern home assortment designed for everyday life. The brand name Project 62 reflects the year Target was founded (1962), as well as the peak of the mid-century modern movement.
        Shop Project 62Read the latest news about Project 62

        Prologue

        Prologue, launched in September 2018, is a women’s apparel brand, designed to inspire modern women who are constantly seeking new ideas in style. This brand is focused on form and details, including fabrics, textures, construction and materials through an edited assortment of well-designed blouses, dresses, jackets and trousers.
        Shop PrologueRead the latest news about Prologue

        The Room Essentials logo next to three shots of home decor styles

        Room Essentials

        Launched in 2003, Room Essentials includes stylish and functional pieces at an incredible value. The assortment is perfect for a guest’s first apartment or dorm room.
        Shop Room Essentials 

        Shade & Shore logo next to two models in bikinis, one green and one pink

        Shade & Shore

        Launched in November 2016, Shade & Shore is a women’s swimwear brand offering vacation-ready one pieces and bikini tops and bottoms. The brand features traditional cup and band sizing, ranging from 32A to 38DDD, offering the most-precise size and best possible fit.
        Shop Shade & Shore

        Three teal blue bags of Simply Balanced food items

        Simply Balanced

        Introduced in 2013, Simply Balanced offers delicious ways to eat well through great-tasting products made with simple, recognizable ingredients. Each Simply Balanced product is free of artificial flavors, colors and preservatives and more than 50 percent of the assortment is organic.
        Shop Simply Balanced

        The Smartly logo next to cleaning solution and laundry detergent

        Smartly

        Launched in 2018, Smartly, is a lower-priced essentials and personal care brand comprised of items such as hand soap, paper plates, household cleaners and razors, with most items less than $2.
        Shop SmartlyRead the latest news about Smartly

        The Smith & Hawken logo next to a brown wood and wicker table and chairs

        Smith & Hawken

        Target acquired Smith & Hawken in 2010 and since then, the brand continues to offer guests stylish and sturdy pieces for sophisticated outdoor living. From outdoor furniture to a wide selection of gardening and décor solutions, Smith & Hawken includes mix-and-match pieces designed to create the ultimate outdoor space.
        Shop Smith & Hawken

        The Sonia Kashuk logo in white text on a black background next to a gold makeup brush, spray can, set of travel bottles and eyelashes from the collection

        Sonia Kashuk

        Sonia Kashuk is an exclusive brand that offers guests stylish, high quality cosmetic cases and makeup application tools.
        Shop Sonia Kashuk

        The Spritz logo to the right of a tube of colorful polka dot wrapping paper

        Spritz

        Launched in 2012, Spritz is a spunky and energetic line of party supplies. The assortment includes gift bags, disposable plates and festive party decorations to make any occasion one to remember.
        Shop Spritz

        A collage of fun summer items like pool floats and beach towels next to a Sun Squad logo

        Sun Squad

        Debuted in 2019, Sun Squad is a seasonal brand designed to help guests celebrate the pure joy of summer. It’s brimming with playful products for the whole family, from zany pool floats and larger-than-life sprinklers to backyard entertaining must-haves, all at an incredible value.
        Shop Sun Squad | Read the latest news about Sun Squad

        The Sutton & Dodge logo next to a white plate with three pieces of steak surrounded by tomatoes and sauce

        Sutton & Dodge

        Since 2005, Sutton & Dodge delivers a full menu of perfectly marbled, premium quality USDA Choice Angus beef that is naturally aged, hand-trimmed and found in the best steakhouses at a fraction of the price. 
        Shop Sutton & Dodge

        The Threshold logo next to a room decorated with red, white and black holiday decor

        Threshold

        Launched in September 2012, Threshold offers guests a relaxed, classic aesthetic to help create a warm, welcoming environment at home. The assortment refreshes multiple times throughout the year and includes thousands of quality products at an incredible value.
        Shop ThresholdRead the latest news about Threshold

        The Universal Thread logo next to a woman in a white denim jacket and beanie

        Universal Thread

        Universal Thread is a women’s lifestyle brand grounded in denim. It’s the first the first brand we introduced—in February 2018—that’s completely size-inclusive (00-26W), with denim in a variety of styles, lengths and rises along with complementary tops, dresses, shoes and accessories.
        Shop Universal ThreadRead the latest news about Universal Thread

        The Up & Up logo next to four products from the collection

        up & up

        Launched in 2009, up & up products are designed to deliver performance and value that consistently beats national-brand products in testing.
        Shop up & up

        The Wild Fable logo next to a woman in a blue dress and sunglasses

        Wild Fable

        Wild Fable is an Apparel & Accessories brand for young women. The brand launched in August 2018, with an assortment driven by current trends. It’s focused on enabling guests to create their own style for their many life moments and is 100% size-inclusive. Shop Wild FableRead the latest news about Wild Fable

        Wondershop

        Debuted in 2016, Wondershop is a branded in-store and online destination for guests to get all their holiday needs—like tree-trimming items, festive treats and family pajamas—with ease and style at an incredible value. Read the latest news about Wondershop

        The hot pink Xhilaration logo next to a girl modeling a red and black kimono, yellow cami and jeans

        Xhilaration

        Xhilaration offers women’s clothing, swimwear and lingerie with youthful vibe for guests looking to create a trend-forward look at an incredible value. 
        Shop Xhilaration

        exclusive brands

        Another perk of shopping at Target? Exclusive brands you can't find anywhere else! We're proud to partner with companies and designers to offer these only-at-Target finds.

        Six bottles of pink, white and red wines from the assortment

        California Roots

        California Roots is a collection of $5 wines in six varietals: Cabernet Sauvignon, Chardonnay, Moscato, Pinot Grigio, Red Blend and Rosé. Exclusively launched at Target in August 2017, California Roots has quickly become one of Target’s best-selling wine brands.
        Shop California Roots

        One large blue bottle and five smaller multicolored bottles of defy & inspire nail polish

        Defy & Inspire

        Launched in 2016, Defy & Inspire is an on-trend nail care line that features a patented formula that delivers a no-chip manicure or pedicure without the hassle of lights or other tools. 
        Shop Defy & Inspire

        The Fieldcrest logo against a purple bedspread and cup of coffee

        Fieldcrest

        Launched in 2005, Fieldcrest features high-quality bedding and bath collections for guests at affordable prices.
        Shop Fieldcrest 

        The Hand Made Modern logo next to a display of craft products

        Hand Made Modern

        Launched in April 2015, Hand Made Modern features stylish do-it-yourself kits and professional-grade art supplies created by designer Todd Oldham.
        Shop Hand Made Modern

        A woman wearing a black and white striped maternity dress and handbag next to the Isabel Maternity logo

        Isabel Maternity by Ingrid & Isabel

        Launched in August 2017, Isabel Maternity by Ingrid & Isabel is a line of seamless essentials and on-trend maternity styles, designed in collaboration with the brand Ingrid & Isabel, a high-end maternity line.
        Shop Isabel Maternity by Ingrid & Isabel

        The Just One You logo next to a baby model in a blue sleep suit

        Just One You made by carter's

        Launched in 2001, Just One You provides adorable clothes and accessories for little ones from preemie to toddler, made exclusively for Target by Carter’s.  
        Shop Just One You made by carter's

        blonde model with hair being style by hands from off-screen body, on black background with "Kristin Ess Hair" in type

        Kristin Ess

        Celebrity hair stylist, Kristin Ess, turned 20 years of industry expertise into an exclusive hair care collection that only Target guests can take home with them. The assortment, made up of a variety of hair products and tools, continues to expand, offering affordable luxury products for serious hair goals, all at an incredible price.
        Shop Kristin Ess

        Four bottles of pink wines with colorful labels

        Rosé Bae

        In February 2020, Target debuted Rosé Bae, an Insta-worthy rosé featuring four colorful label variations and delicious strawberry, raspberry and floral notes.
        Shop Rosé Bae 

         

        Five bottles of pink, white and red wines from the assortment

        The Collection

        Launched in March 2019, The Collection is an assortment of premium California wines at an incredible value – just $9.99 per bottle. It’s sourced from the Delicato Family Vineyards, a family-owned winery that’s been winemaking since 1935 with sustainable and environmentally sensitive farming practices.
        Shop The Collection 

         

        Five assorted wine cube flavors in multicolor boxes, stacked in a pyramid

        Wine Cube

        Wine Cube, a premium boxed wine exclusively launched at Target, offers delicious high-quality wine. Available in 12 varietals, Wine Cube delivers exceptional quality and value and has won more than 300 awards since its launch in 2003. Wine Cube’s bag-in-box technology promises that each glass of wine tastes like new for up to four weeks once opened.
        Shop Wine Cube

        The Who What Wear logo next to three women modeling styles from the collection

        Who What Wear

        This long-term partnership with Who What Wear founders Hillary Kerr and Katherine Power launched in 2016. The brand includes women’s Apparel & Accessories inspired by street style and curated through guest feedback.
        Shop Who What Wear

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