Target bets on buzzy TikTok brands like Mellow Sleep to revamp its home category
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This story was first published by Digiday sibling ModernRetail
Target is tapping young brands to revamp its homeware this year as part of the retailer’s multi-year turnaround strategy.
This fall, there’s been a steady drumbeat of new brands launching in the big-box retailer’s home category. Next to hit Target shelves is Mellow Sleep, which launched in 2025 and has become the top-selling sleep brand on TikTok. Mellow Sleep is making its physical retail debut at Target
Target is tapping young brands to revamp its homeware this year as part of the retailer’s multi-year turnaround strategy.
This fall, there’s been a steady drumbeat of new brands launching in the big-box retailer’s home category. Next to hit Target shelves is Mellow Sleep, which launched in 2025 and has become the top-selling sleep brand on TikTok. Mellow Sleep is making its physical retail debut at Target
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