Target Takes Gender-Neutral Approach With New Kids Home Brand

Last fall, Target Corp. took its first baby steps toward a more gender-neutral store when it took down the “boys” and “girls” signs in its toy and kids’ bedding aisles. Now, the Minneapolis-based retailer is taking it further with a new kids’ home décor line that blurs the lines between what's for girls and what's for boys. The new Target brand, Pillowfort, will hit stores later this month and will replace another longtime in-house brand, Circo, as part of a top-to-bottom shakeup of the retailer’s kids’ business as Target looks to reclaim its style edge.