Expanding Trademark Portfolio According to Boom in Private Label Production by Target
Target Expands Private Label Brands in 2025
Target is making a significant push to expand its private label brands in the coming year, driven by trends towards premiumization, broadened consumer choice, and strategic brand positioning.
In early July, the retail giant added the Target's Good & Gather Collabs assortment to its private label offerings. This assortment, developed in collaboration with renowned chefs, saw the addition of Carolina-style appetizers, snacks, and sauces, created with James Beard Award-winning Pitmaster Rodney Scott in June. The first line of frozen pizzas and appetizers with James Beard Award-winning Chef Ann Kim also hit Target stores in March.
The company's efforts to expand its private label offerings have been a shining star across the company, with these brands accounting for $31 billion in sales this past year. Target currently has more than 40 private brands, including Good & Gather and Favorite Day.
Target's push into diversified private label tiers includes premium and specialized product lines. A recent example is the launch of "The Wild Collective," a new brand offering NCAA-licensed apparel, which debuted in August 2025. The company is also continuing collaborations with well-known brands like Warby Parker and Champion to boost private label appeal and exclusivity.
The expansion of Target's private label brands is part of a broader strategy to attract and retain customers amidst competitive headwinds. Although the retailer's overall sales have faced pressure with declines projected for 2025, it is investing in expanding physical stores, with 48 new stores announced in multiple states. This is expected to provide new channels and visibility for its private label brands, supporting sales growth over the longer term.
Target has also updated its price-match policies and emphasizes value and quality in its owned brands, reinforcing customer confidence and competitive pricing around its private label products.
The push for trademark registrations and new private label launches in 2025 stems from Target’s strategic focus on premiumization, enhanced assortment, and omnichannel expansion. The goal is to reclaim growth and sharpen its competitive edge against both national brands and other retailers’ private labels.
In 2025, Target is diversifying its private label brand offerings to include premium and specialized product lines, such as "The Wild Collective" and collaborations with brands like Warby Parker and Champion, with a focus on enhancing consumer choice and strategic brand positioning in the finance sector of business. The company's expansion of private label brands is part of a broader investment strategy to attract and retain customers, with a significant push for trademark registrations and new private label launches in the coming year, aiming to reclaim growth and maintain a competitive edge in the market.
