On today’s RetailWire discussion, panelists debated why Target is introducing six new product lines only on target.com. My sense is that something bigger is going on here:
While the six new brands will draw traffic, buzz and (hopefully) sales to the website, I wouldn’t assume that they are slated for e-commerce forever. It’s worth noting that five of the six brands are “home goods” in an area where Target has lost some cachet. (It’s also worth noting that Bed Bath & Beyond’s acquisition of World Market points toward a “multicultural” approach to this business.) It would not surprise me to see the test results of these brand introductions end up with at least one or two expansions to bricks & mortar, after Target evaluates the risks and rewards.