Target Celebrates Summer with New Private Label

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Target Celebrates Summer with New Private Label

By Cyndi Loza - 05/06/2019

Target is shining a spotlight on its new private-label seasonal collection Sun Squad, comprising nearly 600 colorful summer-themed accessories. 

Rolled out to Target stores and target.com in April, the collection includes grilling tools, a unicorn-shaped pool float, a faux neon tabletop cactus sign, backpack and fanny pack coolers, a fold-up love seat chair, sand toys, dinner plates, table cloths, a pineapple-shaped dog toy, an inflatable dinosaur sprinkler and a hamburger-shaped grill caddy filled with containers for items such as ketchup and mustard. The SKUs range in price from $0.99 to $249.99, with most items falling under $20.

In stores, Sun Squad SKUs enjoy secondary merchandising space via rolling racks at store entrances. The line also dominates the retailer's seasonal department. Facebook and Twitter updates, in-store standees and a promotional page on target.com also support. 

The colorful line was created by Target's product design team, which aimed to capture the essence of summer. Inspired by crystal clear waters, sun-kissed colors and icons like flamingos, shells and pineapples, the team created a line boasting fun prints, patterns and "a delightful cast of characters" such as "cool cacti" with sunglasses depicted on kitchen towels, beverage tumblers and pool floats, according to an April 24 "A Bullseye View" post. The team also spent time with shoppers to learn about their favorite parts of summer and tune in to their pain points, such as hauling stuff to and from the beach.

“We created Sun Squad to help [shoppers] celebrate the pure joy of summer,” said Mark Tritton, Target's executive vice president and chief merchandising officer, in the post. “The collection is brimming with bright, joyful style and affordable designs that encourage families to get outside, create lasting memories and make the most of the season together.” 

The announcement of Sun Squad's launch came only two days after the retailer launched another private label: Everspring. Target has been launching private label lines at lighting speed but this momentum might begin to slow down soon. The retailer plans to be more surgical moving forward and focus much more on managing its existing brands and building brand management expertise, said Brian Cornell, Target's chief executive officer, during the company’s fourth-quarter earnings call in March. 

NOTE: For more images of the Sun Squad launch at Target, visit p2pi.org. Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.

About the Author

Cyndi Loza

Cyndi Loza

Cyndi Loza is an associate editor of content for the Path to Purchase Institute. She has been a member of P2PI's editorial team for more than five years, covering retailers including Target, 7-Eleven, The Home Depot and Dollar General. Read More