Dive Brief:
- After teaming up last year, Target and home goods brand Parachute introduced another capsule collection online and in select stores on Monday, according to details emailed to Retail Dive.
- Priced between $12 and $169, the collection features sheets, blankets, towels, robes and other bedding and bath products, the company said. The release leans into browns, blues, stripes and “elevated textures.”
- The collection is meant to bridge Parachute’s “laid-back luxury” with Target’s “seamless shopping experience and irresistible affordability,” per the announcement.
Dive Insight:
Target and Parachute are teaming up once again. The partnership gives Target an expanded assortment of linen and bedding products, while the DTC home goods brand can reach more brick-and-mortar shoppers.
In April 2025, the two companies debuted an exclusive bedding and linen collection online and in select stores priced between $12 and $199. The debut sold out, according to the companies. Months later, Parachute said it planned to close 19 of its storefronts, the majority of its footprint, and instead strengthen its relationships with Nordstrom and Target.
In addition to Parachute, Target has partnered with other brands to refresh its offerings. This month, the retailer will release a teen and tween apparel collaboration with LoveShackFancy and is planning other partnerships around the back-to-school season with brands like Poppi, Owala, Hollister and Overtime.
This is all part of Target’s efforts to kickstart the company’s sales growth, including by refreshing merchandise. Earlier this year, the company said it would also rely on its private label brands, update its store displays and deploy $1 billion into its operations to drive growth. To start, the company said it would expand its Cloud Island infant brand and will rejuvenate its private-label home goods brand, Threshold, sometime this summer.
In Q1, Target’s net sales rose by 6.7% from the previous year to $25.4 billion. The retailer raised its outlook to reflect sales growth of about 4% for the year.
