Target launches revamped Threshold home brand
Target Corp. has overhauled its nearly $3 billion owned home brand Threshold with more styles and improved quality as part of its strategy to position itself as a go-to destination for home.
As part of the “reinvention” of the brand, Target has added more than 800 new items and is offering customers a more intuitive and elevated shopping experiences across stores and online. Key categories such as decorative pillows, throws and tabletop décor are now merchandised together, making it easier for customers to find complementary colors, patterns and textures for their rooms. Select stores also feature elevated wood fixtures to enhance the experience.
In other updates, Threshold’s range, from traditional to contemporary, has been expanded to offer more choices across decorative accessories, bedding, tabletop and other home items. (The expansion in is line with Target research showing consumers mix three or more design aesthetics in their homes.) The company is also offering a fresh take on home essentials, with improved quality, materials and premium details, including decorative accessories with elevated finishes.
Lower prices on some items are also part of the reinvention. Select Threshold queen comforters, for example, are now priced at $69, down from $89.
[READ MORE: Target cuts prices on thousands of items ahead of holidays]
Threshold’s reinvented products, including throws, decorative accessories and candles, are seeing double-digit growth, according to Target, while tests of updated product presentations in stores show mid-single-digit lifts in sales and units. Building on this momentum, Target said it plans to continue to evolve Threshold with fresh styles and elevated design.
Target’s reinvention of Threshold is part of the company’s larger turnaround plan under new CEO Michael Fiddelke. A key part of the plan, which was announced in March, is designed to reclaim the retailer’s merchandising authority, which had slipped in recent years.
"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, senior VP, merchandising, home, Target. "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."
