Target partnering with Jessica Alba's The Honest Company

Target (NYSE:TGT) may be undergoing big changes in the executive suite, but the retailer continues to expand merchandising initiatives and celebrity partnerships, this time with Jessica Alba who will bring an assortment from The Honest Company to Target stores.

Alba co-founded The Honest Company with former CEO of Healthy Child Healthy World, Christopher Gavigan. The company offers non-toxic, eco-friendly products for children, family and household use. Product assortment ranges from diapers and biodegradable wipes to organic skin care and laundry detergent.

The addition of products from The Honest Company is part of Target's Made to Matter program originally launched in March. Made to Matter is a collection of natural, organic and sustainable brands and will include more than 120 items in baby, beauty and personal care, grocery, healthcare and household products.

Identified brands included Annie's Homegrown, Burt's Bees, Clif Bar & Company, Ella's Kitchen, EVOL, Horizon Organic, Hyland's, Kashi, method, Plum Organics, Seventh Generation, SheaMoisture, Target's Simply Balanced, Vita Coco, Yes To and Zarbee's Naturals.

Made to Matter products are displayed in multiple locations throughout the store including the appropriate product categories and on special displays. Target will continue to build out the program, adding products and brands through September.

In the past month, Target has removed long time CEO Gregg Steinhafel, replaced the CIO who presided over its holiday season data breach and fired the head of Canadian operations in an effort to put the retailer back on track after a string of disappointing sales reports. The retailer has also been rolling out new digital initiatives including a test of same-day delivery and the formation of a digital advisory group of technology executives from outside the traditional retail space to help chart a path along its digital transformation.

For more:
-See this Bullseye View blog post

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