Brands Like True Classic and Caden Lane Join Target’s Expanded Digital Marketplace
Consumer goods brands such as True Classic and Caden Lane have joined Target’s invite-only, third-party marketplace, Target Plus, as the retailer expands its assortment and capabilities.
Through Target’s partnership with Shopify, more CPG brands now have the ability to join, and they may also be able to bring their products into physical Target stores in the near future.
Brands on Shopify that are interested in selling on Target.com can apply through a Marketplace Connect app, through which they can also manage orders. Cara Sylvester, executive vice president and chief guest experience officer at Target said the offering will help consumers discover more “thoughtfully designed and affordable items.”
Shopify’s president Harley Finkelstein said high-growth brands like Caden Lane and True Classic will be able to access millions of new consumers through the partnership.
Target Plus purchases also tie into the retailer’s membership offerings, allowing consumers to apply a 5% discount on their transactions with their Circle card for orders over $35. They can also receive free shipping for these orders, along with free returns.
The marketplace originally launched in 2019, and according to Target, includes more than 2 million brands, including Ruggable, Crocs, Maui Jim, and Timberland.
