Target is making major changes to one of its biggest home brands as it works to win back shoppers.
The retailer says it’s revamping Threshold, its $3 billion private brand, with more than 800 new products, a broader range of design styles, and lower prices on many items.
The move is a part of the company’s larger plan to rebuild its homewares business, a category that it has identified as a key part of its broader turnaround strategy.
Target is making major changes to Threshold
In late October, Target announced it would be completely revamping Threshold, its largest private label homewares brand.
The move is “part of Target’s multi-year strategy to reinforce its style authority in Home with more distinctive products and shopping experiences that reflect how guests live and decorate today,” the retailer said in a statement.
Updates to the range include improved quality and materials, a wider range of design aesthetics, better in-store merchandising intended to make it easier to find what you’re looking for, and lower everyday prices.
“Homes are an extension of our guests’ personalities and sense of style, and Target’s Threshold reinvention makes it easier for everyone to create spaces they’ll love,” Mara Sirhal, senior vice president of home merchandising at Target, said.
“As we’ve refreshed Threshold throughout the year and continue to rebuild our Home business, it’s exciting to see how guests are already responding to the merchandising authority we bring with a range of styles, elevated design, and incredible value,” she continued.
According to the retailer, reinvented products that have already hit store shelves, like throws and decorative accessories, are seeing double-digit growth, and tests of updated product presentations are seeing mid-single-digit lifts in both sales and units.
Target has a bigger problem to solve in homewares
Regular Target shoppers will know that the retailer has been slowly revamping its homewares department for months.
The push to rework the category started at the close of the 2025 fiscal year, when Cara Sylvester, Target’s chief merchandising officer, noted that the company had “lost its way” in the category.
“[Homewares] is foundational to the Target brand,” she told investors. “Having led this business before, I understand both its potential and the discipline required to win here. Home is where our design ethos first became tangible, but it’s also a space where we’ve lost our way. You see that in our recent results.”
“Transforming this category will be a multi-year journey,” she continued. “We are going category by category to reinvent key areas that have not been touched in years…. We are not adding complexity. We’re getting back to what differentiates Target, sharper curation, clearer storytelling, and a compelling presentation in stores. Own brands play a big role in how we deliver style and design, and so does the design collaboration strategy we invented more than 25 years ago.”
The revamp comes at a key time
These particular Threshold updates come at a key time for the retailer.
As the holiday season approaches, and shoppers get ready to spend, Target is hoping to nab a good portion of those sales.
“This holiday season, guests will see and feel the changes we’ve been making across Target, bringing together the style, design and value they expect from us with an experience that makes shopping easier and more inspiring,” Target CEO Michael Fiddelke said in a recent statement.
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Deloitte’s 2026 Holiday Retail Survey found that the average household plans to spend $1,654 this year, but also notes that “the value hunt is very much on.”
Consumers are increasingly looking to promotions and private-label products for their holiday purchases, Deloitte found. That’s a potential opportunity for retailers like Target, which has been working to make its owned brands more appealing to shoppers.
In fact, value-focused shoppers are expected to spend 12% more this season than other shoppers, the report found.
So by pairing a broader selection of designs with more accessible prices, Target could give shoppers another reason to explore its home department and add products to baskets they might already be filling with holiday gifts.
That could help the retailer capture more seasonal spending as it works to rebuild a category its leadership has acknowledged needs improvement.
While the Threshold revamp is part of a longer-term strategy, the holiday season gives Target an important opportunity to put those changes to the test.
Related: Bath & Body Works makes a big move for the holidays
