Target Is Planning A Massive Expansion Of Their Baby Department

Moms.com

By Joanna Mazewski

Published Jan 20, 2019

The popular retailer is about to massively expand their baby department as it continues to expand its Cloud Island line and add more discount items.

Credit: iStock / zorandimzr

We’ve got exciting news for moms-to-be that just happen to be huge Target fans (that makes the majority of us, right?). The popular retailer is about to massively expand their baby department as it continues to expand its Cloud Island line and add more discount items for babies.

According to Market Watch now that Babies R Us is no longer available for expectant parents after it liquidated its businesses last year, Target is looking to take advantage of the market by expanding its in-house baby brand Cloud Island with about 30 new items.

"The idea was around better-for-you, dependable, affordable and accessible products that are good for your baby and your family," Mark Tritton, Target's executive vice president and chief merchandising officer, said in a blog post. "Now, building on the success we've seen with the brand over the past year, we're bringing that idea to life."

The Cloud Island line features items like crib sheets, stuffed animals and baby bath toys, to include essential items like diapers, wipes, toiletries, utensils and bowls. Most goods will be priced under $10 — 30 to 40 percent less expensive than comparable national premium brands. Target said the price for Cloud Island wipes will range from $2.99 for 80 to $16.99 for 800. Target worked with dermatologists, pediatricians, as well as its internal team to create the new products.

The company also started letting parents test out more items like car seats in stores before they buy them. If that weren’t enough, last year Target remodeled hundreds of stores to increase the size of its toy departments, and rolled out 2,500 new and exclusive toys for the holidays. It also remodeled areas where it was selling cribs and strollers. So yes, Target is catering to the family demographic, much to everyone’s satisfaction.

Keep in mind that while the Cloud Island essential products are reasonably priced, that doesn’t mean Target is getting rid of its value private-label baby products which are sold under the popular and mom-approved Up & Up brand. Thank goodness, right?

It’s not like we really need another reason to shop at Target, but it’s without a doubt that parents appreciate the retailer and their efforts to push and expand their baby department, seeing how there is such a gap in the market right now. The expanded Cloud Island collection will be available online and in stores on January 20.