Target bets on buzzy TikTok brands like Mellow Sleep to revamp its home category
Target has recently added TikTok-favorite bedding brand Mellow Sleep and other buzzy brands to its home category to help revive sales.
Target is planning to revamp its homeware section this year by partnering with trending young brands. The retailer is focusing on expanding its home category, which has been seeing a consistent flow of new brands entering its stores. Mellow Sleep, a sleep brand that launched in 2025, is currently set to debut its products at Target stores.
Mellow Sleep has gained massive popularity on TikTok, becoming the top-selling sleep brand on the platform. In its first year, the brand achieved $130 million in revenue, and it is projected to surpass $300 million in sales by the end of its second year. Mellow Sleep's products will be available at 550 Target locations starting October 18 and will eventually be sold nationwide by the end of the year.
The brand's collection consists of five products, with prices ranging from $39.99 for the Mellow Sleep CloudAlign pillow to $129.99 for the Marshmallow Comforter. For more details, read the full article on modernretail.co. Make sure to sign up for Modern Retail newsletters to stay updated on the evolving relationship between traditional and modern retailers.
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