Dive Brief:
- Timed to coincide with National Pet Month in May, Target on Wednesday said it had refreshed its long-running Boots & Barkley pet accessories private label, part of a series of merchandising changes the retailer has made in recent months.
- The revamp includes over 150 new products ranging from apparel and plush toys to new categories like pet treats and holiday items, with over two-thirds of the products priced at less than $10. Some 70% of Target customers are pet owners, according to internal company data.
- Target changed the product packaging colors for the pet line from black, white and red, to green packaging for dogs, blue packaging for cats and purple packaging for products suitable for both. The new designs also allow customers to interact with products prior to purchase without having to tear open the item.
Dive Insight:
Boots & Barkley, first launched as an owned brand by Target in 2011, is the latest private label to get an update from Target.
The big-box retailer recently announced a five-year plan to revamp merchandise across a host of categories and boost its private label offerings. As part of the plan, Target projects revenue growth of $15 billion during the period. Target CEO Brian Cornell told investors in March that about a dozen store labels were worth at least $1 billion in sales, and the retailer would continue to invest in those private label brands.
The retailer last month announced a private label fresh flower and plant brand, Good Little Garden, that is now available at stores nationwide and through Target’s same-day ordering services. Additional private label investments have recently been announced for groceries under the Good & Gather and Favorite Day grocery brands, where Target plans to add 600 new items in 2025.
The pet revamp comes as 30% of Target customers already buy pet products, according to the company. While some of the Boots & Barkley products are new, others have just been refreshed with the new packaging, according to a company spokesperson. The retailer is further enticing shoppers with discounts for National Pet Month in May. Target is offering Boots & Barkley discounts and giveaways this weekend at select stores, with Target Circle members receiving 20% off the pet products.
“Pets are part of the family, and our team — many who are pet owners themselves — went all in to create the refreshed Boots & Barkley brand to bring joy to pets and their parents,” Amanda Nusz, Target’s senior vice president of merchandising, essentials and beauty, said in a statement. “The new Boots & Barkley reflects our focus on high-quality, stylish and affordable pet accessories that help our guests treat, celebrate and connect with their furry family members.”