Target Corp. has updated Threshold, its largest own brand for home products, in a move the company said is aimed at giving shoppers more ways to discover stylish, well-designed products at accessible prices.
Target reported it has positioned the Threshold brand to help consumers create homes that reflect their personal styles at affordable prices. The recast brand adds more than 800 new items available in stores and online, the company maintained.
The refurbished Threshold, which the retailer said generates almost $3 billion in sales, is a main part of a Target multi-year strategy to reinforce the company’s style authority across the home goods assortment, with more distinctive products and shopping experiences reflecting how guests live and decorate today, Target noted.
Brand updates, according to Target, include:
A Fresh Take on Essentials. Design-forward styling that features improved quality, materials and thoughtful details in revamped barware and serveware, bedding and decorative accessories.
More Ways to Express Personal Style. Company research indicated its customers mix three or more design aesthetics in their homes, so an expanded style range, from traditional to contemporary, offers more choices consistent with current consumer tastes in decorative accessories, bedding, tabletop and other main home product segments.
Everyday Value on Essentials. The combination of style, design and value are at the center of Threshold’s brand renewal, which is reflected in a recent decision by the retailer to lower prices on guest-favorite bedding items, including performance sheets, now $50 for queen and $60 for king, and sporting upgraded colors and prints.
An Inspiring, Easy-to-Shop Experience. A remerchandised home assortment places key segments such as decorative pillows, throws and tabletop together, intended to make it easier for consumers to discover complementary colors, patterns and textures for every room, with select stores featuring elevated wood fixtures to enhance the Threshold shopping environment.
“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 senior vice president, merchandising, home, in announcing the brand initiative. “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.”
