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Starting later this month, Target is rolling out a new “Baby Boutique” concept designed to make the process easier and more intuitive for shoppers. Photo: iStock
Key takeaways:
- Target is launching a new Baby Boutique experience in stores and online.
- The appointment-based Baby Concierge service is expanding to stores, allowing parents to get expert advice and support.
Target is offering nearly 2,000 new items and exclusive finds shoppers won’t see anywhere else.
Shopping for a baby — for yourself, or for friends and family — can be tricky. What should you get? Which carseat has the most important features? How many bottles or onesies do you really need?
Starting later this month, Target is rolling out a new “Baby Boutique” concept designed to make the process easier and more intuitive for shoppers.
What is the Baby Boutique?
Target has announced a major change to its baby section: the Baby Boutique, which will roll out in 200 stores starting this month. These spaces will allow shoppers and expectant parents to see, touch and compare gear in person before making big-investment decisions.
The first Baby Boutiques will open in stores in March 2026. While locations for Baby Boutiques in the Seattle-area have not yet been revealed, parents can experience the new products online starting March 15.
The Baby Boutiques will be laid out in a smart, intentional way to improve the shopping experience. For example, strollers and car seats will be displayed side-by-side for easy comparison and testing.
New brands and thousands of new items
Parents will find premium brands they love in the Baby Boutique including UPPAbaby, Bugaboo, Stokke and Donna. Target is adding nearly 2,000 new baby items and exclusives that shoppers won’t find anywhere else. You’ll find new items from brands including Wildbird, Lalo, Toddlekind, Wonder & Wise, Tubby Todd, Little Spoon and more. There will also be new items from Target brands Cloud Island and Good & Gather including blankets, feeding and snacking essentials and more.
Nearly 1,000 stores will also introduce a front-of-department gifting area where you will find seasonal items and great gift options in one easy spot.
In-store help for new parents
New and expectant parents will also have the opportunity to schedule an appointment with a baby concierge at the Baby Boutiques for personalized shopping guidance (virtual appointments are available now). Currently in-person appointments are only available in Minneapolis or Southern California, but will be launching nationwide in Target stores March 29, 2026.
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