Target relaunches private label pet accessories brand
The US retail player states that 70% of its customers are pet parents, and 30% purchase pet care items in-store.
Gaining higher spend and market share among American pet parents is clearly in the sights of major US retailer Target, as it recently announced the relaunch of its own-brand pet accessories range.
The operator of discount stores and hypermarkets has almost 2,000 locations across the US, where pet parenthood has increased, and in 2024 generated sales of $107 billion (€94B), but does not provide a detailed breakdown for its pet products.
Target has more than 45 owned brands in its portfolio.
Filling a gap
The relaunch of its Boots & Barkley range features more than 150 new products, including treats for cats and dogs and holiday items such as pet advent calendars, birthday cake plush toys and special occasion treats.
Among the new products are “plush toys that hold up to rough play,” which Target says its customers have requested. These products are ranked according to a durability scale on their packaging due to customer demand for this information.
To further enhance the customer experience, the previous black, white and red packaging for Boots & Barkley has been replaced with green for dogs, blue for cats and purple for items intended for both.
The range aims to fill a gap the retailer has identified between basic pet accessory brands and premium ranges. Target reports that 70% of its customers are pet parents, and 30% purchase pet care items. Two-thirds of its new range is priced under $10 (€9).
Retailers expand
Target’s refresh of its pet accessories range comes as non-specialty retailers look to shore up their offerings to pet parents.
Walmart has recently started stocking The Pets Table, the pet food brand from HelloFresh. It’s the first in-store retail distribution for the human-grade, fresh recipe products.
Meanwhile, several grocery and discount stores have recently expanded their focus on pet products.
German retailer REWE is rolling out its ZooRoyal store concept following a successful 2-year pilot. Swedish grocery retailer ICA is launching its dedicated pet specialty store concept. UK discounter Poundstretcher is expanding its pet products range via its Pet Hut brand within its main stores.
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