Target’s Cloud Island brand is expanding into baby essentials, including diapers, wipes, toiletries and feeding products.
“With all of Target’s new brands, we think about ways to expand upon the original idea,” says Mark Tritton, executive vice president and chief merchandising officer, Target.
“As we talked about Cloud Island, the essentials category was always there,” he continues. “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.”
As for what to expect, the expansion of Cloud Island includes 30 affordable, baby essential items including wipes, diapers and toiletries.
Target’s internal team, which includes engineers and chemists, created the line from the ground up. In-home interviews, focus groups and shopping trips were organised with hundreds of parents to better understand what the target market looks for when it comes to baby essentials.
Additionally, the company worked with paediatricians and dermatologists to verify the product claims so parents can feel confident when purchasing the products. In total, the process has taken over two years.
The collection is benchmarked against premium brands based on the ingredients used in each item. The range is around 30%-40% less expensive, but just as effective, the company says.
The wipes are ultra-thick and made with 99% water and plant-based ingredients. The diapers offer 12-hour leak protection and feature a Tri-WrapTM fold with no middle crease, providing a better fit.
The expanded range will be available in all Target stores and online at prices ranging from US$0.99 to US$21.99, with most items under US$10 from 20 January 2019.
