The company is normalizing breastfeeding by putting nursing stations in plain public sight, complete with comfy seating for moms.
Ah, Target. It's most moms' fav shopping destination because of the child-friendly carts, the fact that we can usually get a Starbucks, and how the store basically houses every item you could ever need or want, from throw pillows to diapers.
Now, add to the long list of reasons we are in love with Target the fact that some stores now offer baby feeding lounges. On the Facebook page Breastfeeding Mama Talk, a mom shared a photo of one of these comfy nooks at her local Target in Braunfels, Texas.
Commenters were quick to applaud the idea, in many cases because the lounge is at the end of an aisle, and not hidden away in some back room. "My favorite thing here is that it's out in the open and not in hiding from the public!!!" one said.
Another pointed out, "I LOVE that it's by the bras! Now that is some BRILLIANT marketing right there."
So will we soon see lounges like these at every Target store nationwide? Company rep Kristy Welker told Scary Mommy, "In late 2016, we began testing designated nursing rooms at two stores in Minnesota. We will continue to evaluate guest feedback on this test to determine broader rollout to additional stores and we always appreciate hearing from our guests about how we can better meet their needs."
She added that fitting rooms are also available for nursing if a mom prefers the privacy, and said, "Guests who choose to breastfeed in public areas of the store are welcome to do so without being made to feel uncomfortable."
Of course, not every customer is going to feel equally supportive of public breastfeeding, which was recently proven by a man who basically freaked out when a mom nursed her baby at her local Target store.
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But at least these nursing lounges are a step toward normalizing public breastfeeding. And as mom who formula fed, I'd hope the same respect would be extended toward moms who chose this baby-feeding method and used the nook as well.
What do you think of Target's concept?
Melissa Willets is a writer/blogger and soon-to-be mom of 4. Find her on Facebook where she chronicles her life momming under the influence. Of yoga.