MINNEAPOLIS — Target Corp. is giving its men’s grooming department a makeover, updating as many as 80 stores this year as the retailer broadens its product assortment and seeks to elevate the in-store experience.
“Guys are more style savvy and selective than ever, and they spend a considerable amount of time researching products before they make a purchase, which is why we’re upping our game with the assortment and experiences we’re creating just for men” said Mark Tritton, executive vice president and chief merchandising officer at Target. “By doubling down on our men’s grooming offerings and elevating the experience, we’re giving our male guests even more reasons to choose Target.”
In a post on the company’s A Bullseye View blog, Target said its beauty business is “booming” and that it expects to double its share of the men’s grooming market by 2020.
“To keep up with demand, we’ve been focused on investing in new products, trends and services that elevate the department — which is why we’re in the process of introducing a new in-store experience to men’s grooming across 11 Target stores, with plans to update the department in 80 more stores by the end of the year,” according to the blog post. “More than 600 products will be featured in the new men’s selection, from popular brands like Harry’s, Beardbrand, BYRD, Cremo, Maestro’s Classic, Pacinos and more, bringing guests new brands to discover and new products to try. The section will also now include men’s accessories, like hats, wallets and more, from Target’s apparel brand Goodfellow & Co. to help guests pull together a cohesive look.”