When it comes to stylish nursery décor, Target has, well, hit the bullseye before, with chic collaborations by designers like Oh Joy’s Joy Cho and, most recently, Nate Berkus. But now the design-savvy retailer is launching an exclusive new nursery decor collection—plus bedding, bath, and layette—created by its own internal design team, and the results are swoon-worthy.
Called Cloud Island, the nursery line is Target’s latest “owned brand” collection. Pillowfort and Cat & Jack are two others, and Target saw an opportunity to expand its offerings to parents and parents-to-be, according to Mark Tritton, Executive Vice President and Chief Merchandising Officer. "Throughout the full lifecycle of the guest, we want to meet her needs and bring joy to her life," he says.
Given that this is Target we’re talking about, it’s no surprise that the items are affordable—with nearly 500 products priced between $4.99 and $89.99, and most under $20. But the retailer has another big focus in mind with the collection, as well. In doing consumer research for Pillowfort and Cloud Island, Target found that its consumers rated "versatility, comfort, durability, and safety as most important," says Julie Guggemos, senior vice president, product design and development, “so we wanted to create a collection that would put safety first.”
To that end, you won't find any crib bumpers in the Cloud Island collection; and all bedding, blankets, changing pads, and play mats are Standard 100 by OEKO-TEX-certified (meaning they’ve been verified to be free from harmful levels of more than 300 substances). Plus, in-store displays and hang tags will give shoppers reminders about safe sleep practices and direct them to additional sources of information about Consumer Product Safety Commission guidelines.
Beyond safety, the products are, of course, designed with stylish, modern parents-to-be in mind. "Moms and Dads design baby's nursery in their own style," says Guggemos, "so Cloud Island is baby-friendly but modern, joyful, and up-to-date."
There are more than 70 prints within the nursery and decor collection, and 14 patterns for bath, with three key themes so parents-to-be can mix and match. And as a bonus for parents who are designing a room for a baby and an older child (or just want decor to be color-coordinated), many of the color palettes and themes are designed to coordinate with the Pillowfort kids decor collection.
Cloud Island nursery and decor items will be available in stores and online starting on May 28th; the bath and layette items will be available in August.