MINNEAPOLIS — Target Corp. (NYSE: TGT) said Monday it will launch Picolette, an exclusive baby collection designed with entrepreneur and model Olivia Culpo, as part of a broader push to expand its baby merchandising business.
The 60-item collection — spanning apparel, accessories, mealtime products, keepsakes and gifts — debuts July 26 in roughly 1,400 stores and on Target.com. Additional limited-time drops tied to seasonal occasions and family milestones are planned throughout the following year.
Named after Culpo's daughter Colette and developed with licensing partner Bloomin' Baby, the children's division of G Mason Group, the line includes an heirloom-style bubble romper, coordinating plush toys and books, and a first-birthday milestone set featuring a "one" bodysuit and sweater, a reusable birthday crown with interchangeable numerals for ages one through three, and keepsake books. The collection is priced from $4.99, with most items at $18 or under, and includes functional details such as silent closures, simplified fasteners, and a diaper bag with a fold-out changing pad.
"We know that parents are looking for trusted solutions that combine style, quality, functionality and value," said Amanda Nusz, Target's senior vice president of merchandising. "As we continue strengthening our position as a leading destination for Baby, we're focused on bringing families the products, brands and experiences they need most at every stage of their journey."
Culpo, who founded the brand, said the collection grew out of her own first year of motherhood. "Every little outfit becomes part of a memory: coming home from the hospital, first photos, birthdays, everyday moments you'll always remember," she said. "I wanted to create pieces that felt beautiful and timeless, but also practical enough to be lived in every day."
The launch is part of a wider expansion of Target's baby business, which the company said includes nearly 2,000 new baby products, additional premium brands, in-store Baby Boutiques and Baby Concierge services, an expanded registry program, a car-seat trade-in initiative, and delivery and returns benefits tied to its Target Circle 360 membership program.
