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Target Trials Private-Label Tech Line, And Likes It

The fashion-forward discounter is having a payday with Heyday.

Target’s now had a summer to test its just-launched private-label tech brand Heyday, and the early results are encouraging.

So much so that the No. 2 discount chain is considering extending the collection to additional categories, chief merchandising officer Mark Tritton told Forbes.

The 150-item line launched last June with a colorful mix-and-match assortment of patterned and solid-color headphones, wireless speakers, and accessories including cases, cords, chargers and Apple Watch bands and bumpers. The collection is aimed at fashion-conscious Gen Z and younger-millennial females, with a price-point range of $7 to $60.

Tritton didn’t say which new categories he’s considering, but like the initial line, they’re likely to “deliver stylish and quality products our guests will be proud to carry, at a value they can’t find anywhere else,” he told Forbes.

Unlike prior tech exclusives, like the Sony-developed Liv line of CD players, radios and alarm clocks and a Twice-branded assortment of pegboard accessories, Heyday represents the first CE brand designed in-house and owned by Target.

“When we looked at the current options our guests had in electronics, we saw an opportunity to apply some of that magic, taking tech from purely functional to fashionable and fun,” Tritton noted in a June blog announcing the launch.