Target has been slowly expanding its private-label lineup, and the latest addition is Mondo Llama, a crafting label. This marks the first private label for crafting from the retailer in a decade.
The Mondo Llama Product Line
The product line for Mondo Llama features nearly 400 products related to arts and crafts. Some of the items are drawing kits, canvases, and paint sets. The product line is highly inclusive, as its crayons, paints, and markers feature a skin tone pallet with 24 shades.
Those in the know say that the brand’s products are designed for people and families with hobbies, not professional crafters. The majority of the products cost less than $25.
Availability of the New Products
You can find the new products in stores or online and at same-day fulfillment centers. Target expects to have most of the items readily available on March 28 or sooner.
Taking Advantage of the Crafting Boom
It is not hard to see that Target’s new Mondo Llama label takes advantage of the recent boom in crafting that comes from the pandemic. The company also directly pointed to this growing interest in its press release announcing the new private label. Target also mentioned that people specifically want products that come with instructions that are easy to follow.
While some people originally began crafting to make masks, it has become a way for people to enjoy their time and stay entertained.
Developing the Brand
According to Julie Guggemos, the Target chief design officer and senior vice president, the new private label results from extensive research on clients. The brand was co-created with Target’s guests, as the company asked for their input along the way.
The Size of the Crafting Boom
Data shows that about 70% of consumers started at least one gardening or home project in the third quarter of 2020. There is also a significant rise in crafting.
That boom proved useful for Joann. That major crafting retailer filed an IPO last month based on initial research that creative products have had a 4% increase in the last five years. Joann also mentioned that it gained eight million new clients during the pandemic.
Target’s Larger Private Label Strategy
As mentioned, Mondo Llama is far from the first private label for Target. The chief growth officer and executive vice president, Christina Hennington, recently indicated that Target would be launching multiple new private labels as a way to respond to demand from customers.
Other private labels from Target have already seen success. In 2020, 10 of Target’s private labels each generated at least $1 billion, with four of them generating more than $2 billion. All in Motion officially became the 10th of these in February 2021.
Sources:
https://www.retaildive.com/news/target-launches-first-crafting-label-in-a-decade/596705/
https://www.marketwatch.com/story/target-launches-new-arts-and-crafts-brand-mondo-llama-11615820105
