The Target Merchant’s Lens: Insights on Building Brand Success

Harvest Group offers more than just “good relationships” at Target – we provide the focused lens of those who’ve sat in the Target merchant’s chair. Most importantly, our clients work alongside former Target merchants who bring decades of experience driving growth, turning insider expertise into winning strategies for both national powerhouses and emerging brands.

To provide valuable insights for our brand partners, we gathered perspectives from a few of our former Target merchants, whose combined experience spans over five decades.

We posed a simple yet crucial question to four of our seasoned experts: “What makes a brand truly stand out at Target? What separates the winners from the rest?” Their insights reveal key drivers of growth and success at Target.

Here’s what they had to say:

Matt Flynn, Senior Director

Having worked on both sides of the aisle – as a Target merchant and now for an agency – I’ve observed that the brands who truly thrive at Target master three essential principles:

  1. They lead with curiosity, taking time to deeply understand their merchant partners’ strategic vision and daily challenges.
  2. They effectively cast a compelling vision, engaging Target in their innovation pipeline while staying grounded in the practical steps needed to achieve that vision.
  3. Most importantly, they remove friction from the decision-making process by presenting carefully tailored solutions that fill specific white space in Target’s assortment. 

Experience: 12 Years at Target | 10 Years in Merchandising across Hardlines & Essentials, 2 Years in Marketing

Kelley Parker, Director

Having spent two decades working for and with Target, I’ve seen firsthand that the success of Target’s Owned Brands stems from one fundamental truth: they’ve built remarkable brand loyalty by consistently delivering innovative, on-trend products at compelling prices. There’s something special about walking into Target and discovering that perfect gift, that must-have outfit, or that home accent piece you didn’t even know you were looking for. This ability to surprise and delight guests while maintaining quality and value – that’s the ‘Tar-Jay‘ magic! 

Experience: 15 Years at Target | Home, Apparel, Marketing

Gretchen Hambrecht, Account Director

Target’s merchandising strategy is built on partnerships with brands that bring relevant innovation, exclusivity, and affordability to the market—key drivers of its ongoing success. Leading brands differentiate themselves by executing comprehensive, 360-degree marketing plans that engage customers across multiple touchpoints and bring them to Target. This goes beyond a basic investment in Target Circle and Roundel. It requires leveraging these platforms in conjunction with broader channels such as TikTok, Instagram, DSP, sampling initiatives, shopper marketing, and more to meet customers where they are and maximize impact. 

Experience: 12 Years at Target | Outdoor Living, Bedding, Hardware, Perishables, Center Store Grocery

Bryan Jennings, Account Director

Having worked exclusively in owned brands during my tenure at Target, I’ve observed that the most successful vendor partners excel in two critical areas.  

  1. Their design teams operate as true extensions of Target’s own creative force, consistently delivering trend-right, unique products that align perfectly with their designated Target brand’s aesthetic. 
  2. They maintain robust operations teams that ensure reliable, on-time, and complete inventory delivery—a crucial element in meeting guest expectations and maintaining trust. 

Experience: 11 Years at Target | Ready-to-Wear, Men’s Pants and Shorts, Cosmetics, Wall Decor, Window, Frames