Threshold, Target‘s massive in-house brand for home goods, aims to elevate its style, sales volume and shopping experience through a “reinvention” bringing more than 800 new items, a broader range of aesthetics and some lower prices to the assortment.
As Target’s largest and most important private home brand, Threshold generates nearly $3 billion in volume — but with the reinvention, should exceed that level in 2027.
Target’s Good & Gather food brand is said to be the largest private brand in the company, exceeding $4 billion in annual sales. Aside from Threshold, there are other high-volume in-house brands at Target in the $3 billion range, including Cat & Jack for children’s. Target’s total sales neared $105 billion last year.
With Threshold, “This isn’t just a refresh of last year’s styles. This is a complete overhaul,” said Mara Sirhal, Target’s senior vice president of merchandise for home, in an exclusive interview. “Threshold is really the core, central brand in our home portfolio. We will be offering more styles. It will be more curated. There will be a greater focus on elevated quality coupled with incredible value.
“When we talk about introducing 800 new items, they are truly new, originally-designed products,” Sirhal said. “In Threshold bedding, for example, we redid almost 80 percent of the assortment with completely new colors, patterns and fabrics you haven’t seen before. It looks completely different.”
Mara Sirhal
The new items cut across seven Threshold categories — decorative accessories, bedding, kitchen counter and tabletop, pillows and throws, wall decor, lighting and outdoor living — where Sirhal said “meaningful changes” are or will be happening. “In decorative accessories, think deck pillows, vases, greenery, et cetera. We’re bringing in more premium details spanning traditional to contemporary styles. In bedding, we’ve got elevated fabrics.” Sheets, tabletop, barware, and serve ware are also being redesigned.
“We’re a huge business, so we carry pretty much every item type that you could think of. But we do have a keen focus on the edit as well,” said Sirhal, who joined Target a year ago after serving as the chief merchant at QVC. With the stock keeping unit count, “Some categories start to increase, some categories decrease, to drive a lot more depth of inventory into the core programs that we need. But I think what you’ll notice, and what’s really important, is the level of newness we’re bringing in to support the transformation of the brand over the 2026 period and beyond.”
Sirhal cited several price cuts.
“With our Threshold performance sheets, really a top item for us, we’re introducing refreshed colors and prints and lowering the price by $10. So $50 for an incredible sheet set for a queen bed is a great price. There’s also a Threshold queen comforter priced $69. It previously cost $89,” she said. “We are definitely looking at lowering price points in many of our categories.”
Store changes are also in the works. Decorative pillows, throws and tabletop, for example, are now merchandised together, making it easier for shoppers to find complementary colors, patterns and textures for their rooms. Select stores also feature higher grade wood fixtures to spotlight changes. “We reorganized the space so that the customer or the ‘guest,’ I should say, can really shop by category. It’s very organized. It’s very edited, focused and curated. That’s the first expression of how are we continuing to elevate that store experience.”
While reconfiguring bedding and bath areas, sheet walls displaying Threshold and other labels are being redone to showcase the attributes of the different sheets.
“Guests are experiencing an elevated shopping experience. They’re seeing these completely new styles and expressions of the brand, a retail architecture that’s really solid and where we’ve been able to lower prices,” Sirhal said. “All three are happening at the same time. So that’s created a lot of demand.
“We have a great opportunity to continue to drive growth from this brand [through] more aesthetics and styles to meet our guests’ needs,” Sirhal said. Threshold products are “front and center” in each home area. “It always sort of leads the department,” she said.
Other key in-house brands for home goods include the budget-priced Room Essentials, Brightroom for storage and organization and Casaluna for spa-inspired bed and bath products. There’s also Figment for kitchen products, including cookware, gadgets and accessories; Hearth & Hand with Magnolia, an exclusive home and lifestyle brand designed in partnership with Chip and Joanna Gaines, and Pillowfort, for kids’ home furnishings and decor.
Sirhal said the retailer’s research that Target shoppers tend to mix three or more aesthetics in their home.
That’s motivated the retailer “to broaden Threshold beyond its traditionally rooted look to offer more styles and more aesthetics. We will be introducing products that really hit more transitional, soft modern and contemporary aesthetics as well,” she said.
Years ago, she suggested, someone might have designed their home top-to-bottom in one aesthetic. “You would make a choice — rustic, farmhouse, highly traditional. But now, because people are not moving as much, they are layering a lot more. So what we’re doing is broadening the brand’s reach to fit with the consumer of today.”
The Threshold overhaul began in June with the team tackling decorative home first while the aesthetic started to broaden. Sirhal said the team is working on “a big reset” of the bedding and soft home department. “As we go into holiday, you’ll see the continuation of that aesthetic breadth and product elevation. We also have a lot coming up in 2027.”
The Threshold remake is not an isolated agenda at Target. The brand plays an important role in chief executive officer Michael Fiddelke’s strategy to reverse sluggish sales and recapture the “Tarzhay” image and reputation for democratizing style. Fiddelke said Target would spend $2 billion this year to get its mojo back. The strategy encompasses plans to refresh the store experience across the chain, invest in store payroll and training to improve service and strengthen the beauty, baby, food and beverage, women’s style, health and wellness, fandom and culture, as well as home.
According to Sirhal, nearly 60 percent of Target guests shop home each year. And when a guest purchases a home item, their basket grows by more than 30 percent.
The redesigned decorative accessories, throws and candles are seeing double-digit growth, according to Target. “Early results are really encouraging,” said Sirhal. “Some are rooted in the areas that we’ve already started to transform, but we know there’s a lot more work ahead….We are just completing bedding and bath, and we’re seeing incredible results here as well. Again, that evolution continues into ’27 with the new products.”
Last June, designer Isaac Mizrahi joined Target as creative director at large. “He has a real personal passion for home,” Sirhal said. “We are definitely leaning into him as a partner.”
Asked if he’s involved in Threshold, Sirhal said: “He is serving as a mentor to our team more broadly and so that spans categories. Certainly, home is a part of that, but we are super excited just to have him as a partner. He’s bringing a lot of great creative thinking and has, obviously, an incredible legacy with our brand.”
Mizrahi launched a fashion collection with Target in 2003, but moved on to Liz Claiborne in 2009.
Sirhal acknowledged at Target “hadn’t consistently delivered on the level of style, inspiration and differentiation that our guests had expected from us. That’s why we’re on this multiyear journey. With Threshold specifically, we have an opportunity to continue to evolve the aesthetics and style sitting within the brand. We are charting that course in earnest.”
Improved fixturing highlights new Threshold home products.
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