Target bets on ’90s nostalgia with exclusive Delia’s collection

Target Corporation is reviving interest in the 1990s and 2000s clothing brand Delia’s by featuring the once-famous retailer in its stores. Delia’s, a catalog-based clothing company that catered to teens and young women, ceased operations in 2014. However, the brand has resurfaced at Target locations, potentially reigniting nostalgia among millennials who fondly remember ordering from the catalog.

Catalog ordering, though now viewed as antiquated, was a popular pastime for 1990s teens who eagerly circled their favorites in the mail-order catalog, called friends to coordinate purchases, and anxiously awaited their Delia’s package. Delia’s once reached 55 million teens annually through its catalog, and many of those loyal customers are eagerly checking Target for the brand’s return.

In a bid to recreate the nostalgic experience, some Target stores will even display physical Delia’s catalogs for shoppers. Social media platforms have been flooded with millennials sharing their delight over seeing the brand at Target, though some express skepticism about the retailer’s ability to recapture the essence of catalog ordering.

Despite recent setbacks, including a recent DEI controversy that sparked boycotts, Target’s stock has seen a significant increase, soaring more than 62% in 2026. Target’s resurgence seems poised to capitalize on millennials’ growing purchasing power, which is expected to surpass that of Gen X by the early 2030s.