Target Launches Baby Boutique at Seven New Jersey Locations as Part of $2B Overhaul

Target unveiled a baby boutique section at seven New Jersey stores this week. The move is part of a $2 billion store renovation meant to lift sales. Tuesday’s investor presentation, held March 3, brought the news.

More than 2,000 items fill the baby boutique. Clothing, diapers, toiletries, toys, and snacks line the shelves. Clifton, East Hanover, Hackettstown, Manahawkin, Princeton, Sewell, and Vauxhall will house these sections.

“This is a category that’s gone untouched for years, and there is so much potential in front of us,” Chief Merchandising Officer Cara Sylvester said, per North Jersey.com.

The chain will try out a baby concierge service. Specialists will assist parents as they shop. Collaborations with UPPAbaby, Bugaboo, Doona, and Stokke will broaden what’s available at various price points.

The Minneapolis-based retailer has wrestled with weak sales, even through the 2025 holiday shopping rush. Bare shelves plagued many locations. Poor product selection and staff shortages dragged down results, while Walmart chipped away at market share.

CEO Michael Fiddelke told investors the company won’t try to sell everything anymore. “Target is not an everything store. That’s not what guests want from us,” Fiddelke said. “They want a strong, trend-forward assortment that they can trust to deliver quality and value, and that’s exactly what we do at Target when we’re at our best.”

The makeover touches home goods, sports gear, and beauty departments. By June, three-quarters of its decorative accessories will get refreshed. A new Beauty Studio will swap out Ulta mini shops at 600 stores this fall.

Grocery aisles will claim more floor space. Food sales have climbed 8% each year since 2019, standing as one of the few wins for the struggling company.

“We are not trying to be an everything grocer or just another grocer down the street,” Sylvester said.

The 55th New Jersey location opens this month at West Orange Shopping Plaza. The sprawling 150,000-square-foot store will pack in a CVS Pharmacy, Starbucks cafe, and optical center.

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