Cloud Island Gets the Spotlight at Target

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Cloud Island Gets the Spotlight at Target

By Cyndi Loza - 02/14/2019

Target is shining a spotlight on its new assortment of baby essentials from private label Cloud Island.

Known for its affordable nursery furnishings, bath and layette products, Cloud Island's assortment now also boasts 30 price-conscious baby items including diapers, wipes, toiletries and feeding products. The SKUs rolled out to Target's 1,830-plus stores and target.com on Jan. 20 and range in prices from $0.99 to $21.99, with most items falling under $10.

In stores, the new Cloud Island SKUs enjoy secondary merchandising space via dedicated endcaps outfitted with a header communicating the products are “new at Target" and a shelf sign touting that the line's:

  • diapers are made with 0% chlorine, latex, lotion and fragrance, 
  • wipes are made with 99% water and plant-based ingredients, and
  • toiletries are free of phthalates and parabens and created with "trusted ingredients."

In-line brand headers, shelf strips, a Jan. 27 circular feature, multiple videos on Target's YouTube channel (see one below), January "A Bullseye View" posts, and a target.com display ad and web page plug the new SKUs.

Cloud Island first launched as a line of nursery decor, bedding, bath and layette items in May 2017.

“With all of Target’s new brands, we think about ways to expand upon the original idea,” said Mark Tritton, Target executive vice president and chief merchandising officer, in a "A Bullseye View" post. “As we talked about Cloud Island, the essentials category was always there. The idea was around better-for-you, dependable, affordable and accessible products that are good for your baby and your family. Now, building on the success we’ve seen with the brand over the past year, we’re bringing that idea to life.”

Since 2016, Target has launched more than 20 private label and exclusive brands including home essentials and personal care private label Smartly in October. For more on the mass merchant's private label strategy, visit Target's retailer profile on p2pi.org.