Target launches its first standalone floral private brand
Target Corp. is growing a new category in-store as it continues to expand its lineup of “owned” (private label) brands.
The discounter has launched its first-ever standalone fresh floral brand, Good Joy Garden, just in time for Mother’s Day. The line includes more than 60 options across seasonal and everyday assortments of fresh blooms and plants.
The assortment includes bouquets of fresh-cut roses, tulips, carnations and mixed flowers, starting at $6, and potted plants and florals including succulents and orchids, starting at $15. It also features special-occasion plants and flowers for Mother's Day, Father's Day, graduations and beyond, starting at $10.
Good Little Garden is available now in Target stores across the country. To celebrate the launch, select stores on April 27 will host in-store events that include giveaways and a "build your own bouquet" experience featuring Good Little Garden flowers.
This isn’t Target’s first fresh flower offering. In 2020, the retailer introduced seasonal florals as part of its party supply brand, Spritz. Since then, floral sales at Target stores have tripled, the retailer said
“Fresh flowers and plants play a big role in helping consumers observe important seasonal moments and create moments of joy every day,” said Lisa Roath, executive VP and chief merchandising officer of food, essentials and beauty, Target. "When you combine the amazing assortment our team has curated, and everything we've done to ensure we're delivering quality and freshness to stores nationwide, Good Little Garden is making it easier than ever to celebrate any occasion."
With the new line, Target said it is branching out to provide flowers and plants for everyday shopping and celebrations such as birthdays and anniversaries, in addition to season-specific occasions. The introduction of Good Little Garden positions Target as a convenient floral destination.
Target has more than 45 owned brands, according to its website.
