Target Partners With TikTok Brand Mellow Sleep
Target is revamping its home category with new brands like Mellow Sleep, which has become a top-selling sleep brand on TikTok. The partnership aims to boost sales in the category, which has seen a decline in recent years.
Original reporting · digiday.com
Original: “Target bets on buzzy TikTok brands like Mellow Sleep to revamp its home category”
Read “Target bets on buzzy TikTok brands like Mellow Sleep to revamp its home category” at Digiday →
How this was written. Gosling Marketing Studio wrote this article with a language model from Digiday’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Digiday’s report
- Target is revamping its home category with new brands like Mellow Sleep and Simply Shabby Chic.
- Mellow Sleep has become the top-selling sleep brand on TikTok and has seen significant revenue growth.
- Target is cutting prices on its private-label bedding assortment by an average of 15%.
- The partnership between Target and Mellow Sleep is exclusive, with the brand's products only available at Target for the time being.
- Mellow Sleep believes that its TikTok success will translate to in-store sales at Target.
Target is introducing new brands to its home category in an effort to revamp the segment, according to Digiday. The big-box retailer has seen a decline in home sales, with a 6.5% drop in fiscal year 2025, and is looking to inject excitement into the category.
Mellow Sleep, a sleep brand that launched in 2025, is making its physical retail debut at Target. The brand has become the top-selling sleep brand on TikTok and has seen significant revenue growth, with $130 million in its first year and over $300 million in its second year.
Mellow Sleep's products will be available at 550 Target stores starting October 18, and will be rolled out nationwide by the end of the year. The collection includes five products, ranging in price from $39.99 to $129.99, and features the brand's signature pastel branding.
Target is also reintroducing the popular '90s bedding brand Shabby Chic, now known as Simply Shabby Chic, in an effort to capitalize on nostalgia. The brand's vintage floral aesthetic was popular in the 1990s and is being relaunched for a new generation.
In addition to introducing new brands, Target is also cutting prices on its private-label bedding assortment by an average of 15%. The move is part of the retailer's effort to revamp its home category and make it more competitive.
Mellow Sleep co-founder Chad Keller believes that the brand's TikTok success will translate to in-store sales at Target. He notes that there are different segments of shoppers who buy in person versus online, and that Target is capitalizing on the brand's large presence on TikTok.
The partnership between Target and Mellow Sleep is exclusive, with the brand's products only available at Target for the time being. Mellow Sleep has invested in custom end caps to showcase its products in Target stores, featuring clouds and the Mellow logo against a lavender background.
Questions and answers
What is Mellow Sleep and how did it become popular?
Mellow Sleep is a sleep brand that launched in 2025 and became popular on TikTok, where it is now the top-selling sleep brand.
What is Target doing to revamp its home category?
Target is introducing new brands like Mellow Sleep and Simply Shabby Chic, and cutting prices on its private-label bedding assortment by an average of 15%.
Will Mellow Sleep's products be available at all Target stores?
Mellow Sleep's products will be available at 550 Target stores starting October 18, and will be rolled out nationwide by the end of the year.
