Target Plus Expands With Forever 21, Clarks, and a Push Into K-Beauty
Target just added a wave of new brands to its invite-only third-party marketplace, and the lineup signals a clear direction for where the retailer is betting on growth this year.
Target Plus now includes Forever 21, Clarks, JanSport, LovelySkin, NatureWise, Serta, JLab, Hisense, and Wild Alaskan Company, according to a company announcement this week. The additions span apparel, footwear, beauty, wellness, home, and food, and they come as Target reports strong early momentum for the platform in 2026.
What This Expansion Tells You About Target's Strategy
Target Plus is not trying to become Amazon or Walmart Marketplace. It stays invite-only, which means Target controls exactly which brands appear on the platform and how many sellers compete on any given product. That selectivity is the point.
Target Plus Gross Merchandise Volume surged nearly 60% in the most recent quarter, against a backdrop of overall Q1 revenues rising 6.7%. Target has set a goal of scaling the marketplace from $1 billion to $5 billion by 2030, and the pace of brand additions this summer shows the company is moving to hit that number through category expansion rather than volume alone.
Chief Digital and Revenue Officer Sarah Travis described the approach directly in the company announcement: “We're growing in a way that's very intentional and guest-focused. Guests come to Target expecting discovery, style and relevance, and Target Plus helps us extend that experience with more of the brands and products they're looking for.”
Korean Beauty Is a Priority Category
One of the clearest category signals in this round of additions is K-beauty. Target expanded its Korean beauty marketplace offerings after the category gained momentum both online and with in-store shoppers. Target Plus brands now account for over half of Target's total K-beauty assortment, a meaningful share that shows the platform is driving real category coverage, not just supplementing the physical shelf.
The addition of LovelySkin, a premium dermatologist-owned skincare brand, fits that push. Beauty and wellness have been areas of deliberate assortment expansion at Target since the company announced its largest-ever spring beauty rollout in January 2026, with thousands of new products added across stores and Target.com. Target Plus gives the retailer a way to keep extending that assortment with curated third-party brands without requiring shelf space or inventory ownership.
Why the Brand Mix Matters
Each new addition reflects a specific category bet. Clarks, which celebrated its 200th anniversary in 2025, brings classic footwear to a platform that did not previously have a strong shoes presence from heritage brands. Forever 21 closed all its stores following bankruptcy and now operates under Authentic Brands Group ownership, so joining Target Plus gives it a direct path back to a retail audience without requiring physical store locations. JanSport arrives just ahead of back-to-school season, where backpacks are one of the most searched categories. Serta adds bedding and mattresses. JLab brings value-focused audio. Hisense covers TVs and home appliances. Wild Alaskan Company rounds out the food offering with sustainable seafood.
The mix is wide but not random. Every brand slots into a category where Target already has a point of view, and none of them compete directly with Target's own private-label portfolio in its core volume categories.
What This Means If You Sell on Ecommerce Platforms
Target Plus operates on a model that differs from the larger open marketplaces you are probably already familiar with. There are no monthly fees and no open applications. You apply at plus.target.com/sell and wait for acceptance based on whether your category and brand fit align with Target's current priorities. Each SKU on Target Plus is exclusive to one seller, which means you do not compete on price against other sellers of the same product once you are in.
The cost structure also looks different from what you are used to on Amazon. Target Plus referral fees run 5 to 15% with no monthly subscription fee and seller-handled fulfillment, which works out to a total cost of roughly 15 to 22% all-in for most brands. For comparison, selling on Amazon with FBA, advertising, and referral fees typically runs 30 to 40% of revenue or higher, depending on your category and ad spend.
Acceptance timing correlates with Target's category priorities. Home and beauty brands have generally moved through the process faster than pet or electronics brands in recent months. If your product fits Target's current growth areas, specifically beauty, wellness, food, baby, kitchen, or home organization, this is a reasonable time to apply. If you sell in a category where Target's own brands are the volume leader, your odds are lower and the competitive fit is weaker regardless of your product quality.
Target Plus is not a replacement for your Amazon presence, and it is not designed to be. The platforms serve different purposes. Amazon gives you volume and broad reach. Target Plus gives you margin efficiency, a curated environment, and a shopper who expects a specific kind of shopping experience. Whether adding it makes sense for your business depends on whether your brand fits that environment, not just whether the economics pencil out.
