Meet&CoMINNEAPOLIS — Target is moving quickly to revamp its home assortment, but executives caution that a full transformation of the category will take time.
During the company’s annual financial community meeting, Cara Sylvester, recently promoted to Executive Vice President and Chief Merchandising Officer, acknowledged that while home is where Target’s design ethos first took shape, the category is also where the company “lost its way.” She described transforming home as a “multi-year journey” aimed at reclaiming style authority and sharpening value.
A central component of the strategy involves streamlining private-label brands to focus on Threshold, Target’s most productive home label. This summer, the company will relaunch Threshold with sharper curation and clearer storytelling, and will introduce dedicated Threshold brand spaces in more than 200 stores.
In the near term, Target expects to complete significant updates across multiple home categories. By June, 75% of decorative accessories—including candles and throws—will be overhauled. By fall, the bedding category will see major changes. Sylvester added that the company is “leaning full in” on furniture, mattresses, and rugs, balancing aesthetic enhancements with inventory management.
Similar efforts are underway in apparel, where Target plans to intersperse seasonal capsule collections with curated brand launches to create shopping urgency and drive traffic.
CEO Michael Fiddelke framed the merchandising work as central to transforming Target stores into what he called “the most delightful experience in retail.” He emphasized that home is a category where the company knows it can win, and is reimagining it toward greater relevance and differentiation.
