Target Launches New Baby Brand

New line, Cloud Island, will add to the retailer’s robust children’s lineup.

Target has debuted a new exclusive baby brand, Cloud Island, with select pieces now available in its retail locations and online.

The new brand comes on the heels of last year’s introduction of Target’s Cat & Jack kids’ apparel brand, which replaced the retailer’s former apparel partnership with Cherokee, and this year’s premiere of the children’s apparel and accessories brand, Art Class.

The initial Cloud Island line will include nearly 500 items spanning a variety of categories from nursery décor and bedding to bath and layette products.

Cloud Island nursery décor and bedding is now available in Target stores and online, with bath and layette pieces launching this August.

“Target has seen incredible strength in our kids business with the launch of Pillowfort and Cat & Jack, and we’ve heard from guests that they’re also looking for stylish and affordable options for babies and younger children,” says Mark Tritton, executive vice president and chief merchandising officer, Target. “We worked with our guests to design Cloud Island just for them. This guest-focused approach is one of Target’s key differentiators, and Cloud Island is one of many new exclusive brands to come.”