Target’s Good Little Garden
Target is well-known for its successful private label brands, and with more than 50 in its brand roster, having 12 of these brands be worth more than USD 1 billion each, is no easy feat. As part of their private label expansion, Target just launched its first fresh flower and plant brand “Good Little Garden”. The brand has more than 60 SKUs across both seasonal and core products ranging from potted plants to flower bouquets.
The price range for the brand is fairly reasonable with prices for bouquets of fresh-cut roses, tulips, carnations and mixed flowers starting at USD6; potted plants and florals including succulents and orchids retail for at least USD 15, and special occasion plants and flowers start at USD 10.
For Mother’s Day, Target is planning to host events every Sunday with giveaways, and to offer customers the “build your own bouquet” experience with Good Little Garden products.
Lisa Roath, chief merchandising officer of food, essentials and beauty at Target, stated that “Good Little Garden is making it easier than ever to celebrate any occasion.”.
It remains to be seen; however, if Good Little Garden will be an interesting-enough offer to lure back customers after the retailer rolled back its DEI practices, resulting in a fall in foot traffic. According to footfall analytics firm Placer.ai, Target store traffic dropped 9% in February YoY and 6.5% in March.
