Target is expanding its baby category with premium brands and a better in-store experience. This move aims to attract Gen Z and millennial parents while strengthening Target’s position in the baby market. Here's what you need to know:
- Target is adding 2,000+ new baby products to its assortment, and is partnering with premium brands like Lalo and Joie to refresh its baby aisle and attract more shoppers.
- Originally a DTC baby brand, Lalo is expanding into 750+ Target stores, with 235 locations featuring end caps and 550 stores carrying its Paw Patrol-branded meal accessories.
- With Buy Buy Baby's closure, Target is filling the gap by offering in-store experiences where parents can see and compare baby products before purchasing.
- Since 33% of parents with kids under 2 are Gen Z, and they enjoy in-store shopping, Target sees an opportunity to grow its baby registry and product selection.
- To succeed in retail, Lalo lowered prices, redesigned packaging, and adjusted fulfillment strategies, showing how DTC brands must adapt when entering mass retail.
Lalo's Growth & Success
Lalo
Charm Growth Score™: 90.06
Charm Success Score™: 98.10
Fastest-Growing Channel: Instagram
Lalo makes baby and toddler products you'll be proud to own. They are rethinking the way parents shop for their little ones through a streamlined experience, thoughtfully-designed products, and unparalleled service.
The Fastest-Growing DTC Baby Brands
Charm helps you discover the fastest-growing brands in any category. With Charm's data-backed analytics, you can identify new investment opportunities, emerging brands to add to your pipeline, and brands to sell at your retail organization.
MADMIA
Charm Growth Score™: 97.39
Charm Success Score™: 98.18
Fastest-Growing Channel: Instagram
A bold and colorful fashion brand specializing in quirky, fun, and mismatched socks designed to spark creativity and self-expression.
Evereden
Charm Growth Score™: 97.37
Charm Success Score™: 99.28
Fastest-Growing Channel: TikTok
A skincare brand founded by dermatologists and mothers, offering non-toxic, plant-based products tailored for babies, kids, and expectant mothers.
Goodevas
Charm Growth Score™: 95.90
Charm Success Score™: 92.74
Fastest-Growing Channel: Social Advertising
A brand dedicated to wooden Montessori-inspired toys and climbing structures, promoting active play and early childhood development.
LITTLE RAD THINGS
Charm Growth Score™: 95.23
Charm Success Score™: 95.16
Fastest-Growing Channel: Instagram
A kids apparel brand offering stylish, high-quality, and adventure-ready clothing, designed for little ones who love to play and explore.
Blossom and Pear
Charm Growth Score™: 95.13
Charm Success Score™: 97.39
Fastest-Growing Channel: Facebook
A brand offering personalized baby keepsakes, memory books, and knitted clothing, aiming to create timeless treasures for families.
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