Target’s new chief merchant outlies the retailer’s home overhaul and the retailer’s merchandising priorities.
MINNEAPOLIS – The revival of Target’s home department will begin to roll out during the second quarter – a process that will that touch multiple product categories.
First up: decorative home accessories, where merchants are making “significant edits,” according to EVP and chief merchandising officer Cara Sylvester, who was promoted to the role in February. Target is changing out nearly 75% of the assortment.
Later this year, that same level of change will hit the floor in the kids’ home and bedding categories as the retailer seeks to clarify its offerings and value proposition. The multi-year home makeover will take aim at the kitchen and storage in 2027.
The second quarter of 2026 will also bring the introduction of Threshold shop-in-shops to 200 stores. The move is part of a strategy to streamline Target’s private label home brands and put more focus on Threshold – its most productive label in the department.
“As chief merchandising officer, I’m focused on driving greater clarity across our teams on how we need to work differently,” Sylvester told investors during the Q1 review call. “Merchandising has to lead – not follow – what others are doing, with a clear point of view on where we win, where we invest and where we simplify.
Across key categories, Target wants to lead the market with differentiation, she explained. The goal lines include:
- Becoming a leading beauty destination
- Inspiring the love of home
- Expanding Target’s role in health and wellness
- Being food-forward, so that food is a trip-driver rather than an add-on to store visits
- Celebrating baby and kids to cement long-term loyalty with new parents
- Leading in women’s style
- Building culture-driven categories, including toys and entertainment.
Early initiatives in some of those silos is paying off, Sylvester said. The elevated in-store experience in the baby department boosted comp more than 5% after its Q1 rollout. Now, Target plans to test baby concierge services in new stores.
In health and wellness, Target introduced more than 1,500 new items during the quarter and will refresh more than 40% of the assortment this year. Changes made during Q1 doubled comp rates in those categories.
“We’re moving faster and with great intentions,” she said. “We’re leaning in on areas where we can lead the market by being bold, distinctive and affordable.”
