Target bets on buzzy TikTok brands like Mellow Sleep to revamp its home category
Digiday ·
This fall, there’s been a steady drumbeat of new brands launching in the big-box retailer’s home category.
This story was first published by Digiday sibling ModernRetail
Target is tapping young brands to revamp its homeware this year as part of the retailer’s multi-year turnaround strategy.
This fall, there’s been a steady drumbeat of new brands launching in the big-box retailer’s home category. Next to hit Target shelves is Mellow Sleep, which launched in 2025 and has become the top-selling sleep brand on TikTok. Mellow Sleep is making its physical retail debut at Target after hitting $130 million in revenue in its first year and is on track to end its second year with over $300 million in sales.
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