Target is handing its struggling home aisles to the internet’s favorite brands. Mellow Sleep, the top-selling sleep brand on TikTok, is making its physical retail debut in 550 Target stores, with a nationwide rollout by the end of the year. It reached $130M in revenue in its first year and is on track for over $300M in its second. The five-product collection runs from $39.99 for its CloudAlign pillow to $129.99 for its comforter, and custom lavender end caps are meant to stand out among aisles of “neutral sheets.” Target needs the lift as its home sales fell $1.09B in 2025, the third straight year of drops over $1B. It’s also relaunching ‘90s bedding brand Shabby Chic as Simply Shabby Chic, partnering with Instagram creator Annie Meyers-Shyer, and cutting private-label bedding prices by an average of 15%. But some caution that nostalgia alone won’t save Target, since shoppers increasingly find inspiration on social media and AI tools before they ever enter the store. (Digiday)
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