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Target bets on buzzy TikTok brands like Mellow Sleep to revamp its home category

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Target bets on buzzy TikTok brands like Mellow Sleep to revamp its home category

Target is tapping young brands to revamp its homeware this year as part of the retailer’s multi-year turnaround strategy.  

This fall, there’s been a steady drumbeat of new brands launching in the big-box retailer’s home category. Next to hit Target shelves is Mellow Sleep, which launched in 2025 and has become the top-selling sleep brand on TikTok. Mellow Sleep is making its physical retail debut at Target after hitting $130 million in revenue in its first year and is on track to end its second year with over $300 million in sales.

Mellow Sleep’s products will be available at 550 Target stores starting October 18, then nationwide by year’s end. The five-product Mellow Sleep collection’s prices range from $39.99 for Mellow Sleep’s best-selling CloudAlign pillow to $129.99 for its Marshmallow Comforter. 

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