Target Bets on "TikTok" Brand to Revitalize Home Department
The TikTok-native brand "Mello Sleep" enters 550 Target stores starting October 18, as part of an effort to revive the home department, where sales dropped by 6.5%.
Target began introducing the "Mello Sleep" brand to 550 stores on October 18, with plans to make it available across all its US stores before the end of the year, according to a report by Digiday.
The brand became the top seller in the sleep products category on TikTok, generating $130 million in revenue during its first year, and is on track to surpass $300 million in its second year.
The move is part of Target's push to revitalize its home department, which saw sales fall by $1.09 billion, or 6.5%, in fiscal year 2025.
The brand represents an example of brands that gained fame on TikTok before entering traditional retail, a path that merges short-form video content with direct sales.
What do these terms mean?
Platform-native brand: A brand whose popularity grew first on a social platform before expanding into traditional retail stores.
Social commerce: Selling products directly from within social media platforms or through content created by users and influencers.
Fiscal year: The accounting period a company uses to calculate its revenues and profits, which may differ from the calendar year.
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