Target will sell Mellow Sleep, TikTok’s best-selling sleep brand, in 550 stores starting October 18 and nationwide by year-end, the brand’s first time in physical stores and exclusive for now, according to Gabriela Barkho at Modern Retail. Mellow Sleep started selling through TikTok Shop and its own site in 2025, and the company says revenue reached $130 million in year one and should top $300 million in year two. Target is adding new home brands because its home sales fell $1.09 billion, or 6.5%, in fiscal 2025, the third straight year the category lost more than $1 billion. This fall it also relaunched Shabby Chic as Simply Shabby Chic, released a collaboration with Instagram creator Annie Meyers-Shyer, and cut prices on its revamped store-brand bedding by an average of 15%.
