MINNEAPOLIS — Target is reinventing its largest owned home brand, Threshold, with more than 800 new products and updated merchandise displays as the retailer works to rebuild its home business and reinforce its reputation for style and value.
The refresh of the nearly $3 billion brand includes changes to product design, materials, and pricing, along with new ways to present merchandise in stores and online. Target said early results have been encouraging: Reinvented products already on the market, including throws, decorative accessories and candles, are seeing double-digit growth.
Tests of updated in-store product presentations have produced mid-single-digit increases in sales and units, the company said.
The Threshold overhaul is part of Target’s multiyear home-business strategy, which calls for more distinctive merchandise and shopping experiences that reflect how customers live and decorate.
“Homes are an extension of our guests’ personalities and sense of style, and Target’s Threshold reinvention makes it easier for everyone to create spaces they’ll love,” said Mara Sirhal, Target’s senior vice president of merchandising for home. “As we’ve refreshed Threshold throughout the year and continue to rebuild our Home business, it’s exciting to see how guests are already responding to the merchandising authority we bring with a range of styles, elevated design, and incredible value.”
The updated assortment includes refreshed barware and serveware, bedding in fabrics such as gauze and textured cotton, and decorative accessories with upgraded finishes. The brand’s expanded range spans traditional and contemporary styles across bedding, tabletop products, decorative accessories, and other home essentials.
Target said its research shows that customers mix three or more design aesthetics in their homes. The broader selection is intended to give shoppers more ways to combine styles and personalize their spaces.
The refresh also incorporates recent price reductions. Threshold Performance Sheets are now $50 for a queen set and $60 for a king set, with new colors and prints available. Select queen comforters are now $69, down from $89.
In stores, Target is grouping products such as decorative pillows, throws, and tabletop decor to make it easier for shoppers to find complementary colors, patterns, and textures. Select locations also feature new wood fixtures.
Target said it will continue to introduce fresh styles and designs to Threshold as it develops its home assortment.
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