Target Corporation (NYSE:TGT) has introduced a new home décor line that is designed to offer a new unisex alternative for children’s bedrooms.
The launch is in line with an announcement that the company made last year promising to eliminate the gender signs in different sections of its stores. The decision was made after a woman took her complaint about the gender separation to the micro-blogging site, Twitter Inc (NYSE:TWTR). The company decided to respond by taking down the gender-based signs.
The firm later then identified the need to introduce a unisex brand. Target has planned to launch the new kids’ brand with the title “Pillowfort” that will be launched on February 21. The retail company will stock products that are gender-neutral for kids. The launch is part of an upgrading plan by Target’s CEO, Brian Cornell who plans to introduce changes, especially in the household departments. His vision is to introduce new changes that will incorporate more style, thus attracting more customers.
The new kids brand will substitute Circo, a successful in-house brand that sells toys and clothes. According to a statement from a spokesperson from Target, the new brand will be an important tool that will double the company’s sales over the next three years. The brand will stock more than 1,200 products.
Pillowfort was not created to eliminate the gender problem because it came up as a brand to develop the company’s offerings. It is also designed to tap into a niche where parents are looking for unisex products. It will, therefore, attract children of all genders.
According to Julie Guggemos, the company’s senior vice president of design and product placement, the stores had aisles with rockets and dinosaurs for boys and a pink, flowery isle with princesses and ponies for girls. She argues that nowadays girls seem to be interested in the same things as boys.
Target will still stock some of the colorful items though in fewer numbers. The company believes that children should have the right to express the rights by choosing what they want rather than parents purchasing gender-biased décor.