Target Adds Forever 21, Clarks and More to Its Growing Marketplace

Quick Facts

Target Plus recorded nearly 60% GMV growth in Q1 2026, while non-merchandise sales including the marketplace grew nearly 25%.
New additions include Forever 21, Clarks, JanSport, LovelySkin, Serta, JLab, Hisense, and Wild Alaskan Company.
Target plans to grow third-party digital sales from roughly $1 billion in 2024 to more than $5 billion by 2030.

Target is adding Forever 21, Clarks, JanSport, and several other brands to its third-party marketplace this summer, continuing a push to dramatically expand its invite-only platform, Target Plus.

The new roster spans apparel, footwear, beauty, home, and food. Beauty and wellness brands LovelySkin and NatureWise join the platform alongside Serta in mattresses, JLab in audio, Hisense in TVs and appliances, and Wild Alaskan Company in sustainable seafood.

Why These Brands Matter

Forever 21 closed all its U.S. stores following its second bankruptcy filing in six years. Now owned by Authentic Brands Group, the fast-fashion label is relaunching online through partners including Unique Brands for e-commerce and men’s wholesale. Target Plus gives it immediate access to a large retail audience without physical stores.

Clarks, the 200-year-old heritage footwear brand that remains partly family-owned, is expanding across multiple digital marketplaces at once, including Shein, Walmart, TikTok Shop, and now Target. Joe Ulloa, president of Clarks UK, ROI and Europe, said the goal is to make the brand more accessible while holding to its value and comfort positioning.

Platform Scale and Strategy

Target Plus launched in 2019 as a curated alternative to open marketplaces. It now features products from more than 1,500 brands. That number is small by design. Amazon hosts roughly 2 million sellers. Walmart Marketplace has more than 150,000. Target vets each applicant and uses AI agents to screen sellers, according to Chief Information and Product Officer Prat Vemana.

Chief Digital and Revenue Officer Sarah Travis said the platform is built around discovery. “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,” Travis said.

Financial Performance

Target Plus posted nearly 60% GMV growth in Q1 2026. The company reported adjusted earnings per share of $1.71 for the quarter, beating forecasts of $1.46. Revenue came in at $25.4 billion against an anticipated $24.66 billion. Comparable sales rose 5.6%, driven by a 4.4% increase in traffic.

Non-merchandise sales, which include Target Plus, Roundel, and Target Circle 360, grew nearly 25% in the quarter. Roundel, Target’s advertising business, generated $915 million in 2025 revenue and is on track to double within five years.

Full-year 2025 results were softer. Net sales fell 1.7% to $104.8 billion and comparable sales dropped 2.6%. CEO Michael Fiddelke called Q1 2026 an encouraging early sign that the company’s revised strategy is gaining traction with shoppers.

Category Expansion as a Growth Tool

Target has used the marketplace to build out categories where its owned assortment is thin. K-beauty is one example. After noticing the category gaining momentum, Target added K-beauty brands to Target Plus. Those brands now account for more than half of Target’s total K-beauty assortment. The category has seen 53% global value growth year over year and 131% growth versus two years ago.

The same logic applies to mattresses, audio hardware, and specialty food. Rather than building private label or negotiating traditional wholesale agreements, Target uses third-party sellers to test and expand categories quickly.

With a $5 billion GMV target for 2030 and hundreds of new brands planned, the pace of additions is set to accelerate. The summer 2026 additions are a signal of what that growth looks like in practice: curated, category-specific, and tied to brands that already carry consumer recognition.