Target Just Unveiled the Cutest New Brand for New Parents


Hey new moms and dads (and aunts, uncles, grandparents….), Target just made setting up a nursery even easier—and cuter. The retailer is launching a new brand called Cloud Island, and it is as dreamy as its name.

As if Target wasn’t already a one stop shop for new parents, they’re really going all in with this collection. “Target knows that welcoming baby home is a fun yet overwhelming time, and wants to make designing a safe, comfortable and stylish nursery a stress-free, sweet process,” the company said in a press release.

And, they’re doing just that: the collection includes nearly 500 items featuring more than 70 adorable patterns with “specialty boutique designs at the right price.”

What is that right price? Being Target, it’s much less expensive than a PB Kids or Serena & Lily: Crib sheets are $10; changing pad covers are $13; accent pillows, storage bins, and plush toys are $15; a 3 pack of swaddle blankets is $20; and more expensive items like rugs are $60. The full range is $5 to $90, with most products under $20.

“Target has seen incredible strength in our Kids business with the launch of Pillowfort and Cat & Jack, and we’ve heard from guests that they’re also looking for stylish and affordable options for babies and younger children,” said Mark Tritton, Target’s executive vice president and chief merchandising officer. “We worked with our guests to design Cloud Island just for them. This guest-focused approach is one of Target’s key differentiators, and Cloud Island is one of many new exclusive brands to come.”

Cloud Island nursery décor and bedding will be available starting May 28 in Target stores and online, with bath and layette pieces coming in August.

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