If you’re a small or emerging product brand wondering how to sell your product to Target, you’re not alone. As one of the largest and most influential retailers in the U.S., Target receives thousands of vendor submissions every year—yet only a select group of brands win shelf space.
So why do some brands make it into Target while others don’t? Success comes down to understanding how Target buyers think, what Target requires from suppliers, and how well your brand is prepared for big-box retail.
This guide breaks down everything you need to know to get your product into Target—from vendor requirements and packaging expectations to how to apply and pitch effectively.
Why Some Brands Don’t Get Into Target
To stand out from the competition, it’s important to understand the common reasons brands don’t make it into Target:
1. Lack of Market Validation
Target buyers want proof your product can sell. Without existing sales, customer reviews, or traction, your brand may be considered too risky.
2. Weak Sales Presentation
Buyers expect professional presentations backed by data. Coming in unprepared is one of the fastest ways to lose a potential opportunity.
3. Ineffective Packaging
Packaging must clearly explain what your product is, why it’s unique, and why it matters to Target shoppers. Unclear or unprofessional packaging is a deal-breaker.
4. Incorrect Pricing Strategy
Your MSRP and wholesale pricing must align with Target’s category expectations. Price too high or too low, and you’ll likely be passed over.
Target’s Vendor Requirements: What You Must Know
Before applying to become a Target supplier, you must meet the retailer’s operational, compliance, and quality standards.
Key Requirements to Sell at Target
✔ High-quality, affordable products
Target prioritizes value and consistency. Your product must meet Target’s standards while maintaining competitive retail pricing.
✔ Safety and compliance
Target requires strict adherence to product safety, labeling, testing, and packaging standards. Requirements vary by category.
✔ Reliable supply chain
As one of the nation’s largest retailers, Target demands consistent inventory availability and strong forecasting.
✔ Competitive pricing
Your pricing structure must allow Target to hit its margins while remaining attractive to consumers.
✔ Strong vendor communication & service
Target expects quick response times, accurate communication, and ethical operational practices.
Do You Need to Contact a Target Merchandising Manager?
No—Target does not require direct contact with a buyer to start.
Instead, Target provides a vendor application portal, where brands can submit product details for review.
However, the application requires adherence to Target’s strict compliance rules, including:
- Social compliance and ethical sourcing
- Product safety and quality assurance
- Labor, human rights, and sustainability standards
- Passing a responsible sourcing audit
Brands that don’t meet these requirements will not move forward.
Understanding Target’s Systems & Technology Requirements
Target requires all suppliers to operate electronically. This includes:
- Electronic funds transfer (EFT)
- Electronic Data Interchange (EDI) for purchase orders
- No paper purchase orders
- Eligibility for Target’s drop-ship program (where applicable)
If you cannot support EDI or electronic payments, Target will not approve your vendor setup.
How to Approach Target Buyers
While Target’s communication channels are streamlined and selective, there are several ways to get your brand in front of the right teams.
Ways to Connect with Target
1. Email
Send a concise, professional outreach email with a brief product overview, value proposition, and contact details.
2. Vendor Submission Websites
Present your product through Target’s partner submission platforms.
3. Trade Shows & Industry Events
Target buyers frequently attend category-specific events—often the best way to pitch in person.
4. Direct Contact
If you have a buyer’s name and contact info, you can reach out professionally, but avoid being overly persistent.
Persistence, professionalism, and preparation are key.
How to Become a Target Supplier
It has never been easier to apply. You can submit a vendor application through Target’s website. To improve your chances of being selected:
Tips for Getting Your Foot in the Door
Network:
Use LinkedIn, industry events, and introductions to build awareness with buyers and merchant assistants.
Study Your Category:
Visit your local Target and determine where your product fits. Identify competitors, pricing, and packaging trends.
Consider a Retail Broker or Consultant:
Experts like Retailbound can guide you through the process, prepare your pitch, and manage buyer relationships.
Is Your Brand a Good Fit for Target?
Before applying, make sure you meet these criteria:
- You’ve read Target’s Rules of Use and Vendor Code of Conduct
- You comply with responsible sourcing programs
- You can support EDI transactions
- You have valid insurance certificates
- You can meet drop-ship eligibility if needed
Other Factors Target Considers
Social Media Presence
Target buyers often review your digital footprint. Make sure your:
- Profiles are professional and up-to-date
- Links function properly
- Content reflects your brand values
- Posts use relevant keywords
Packaging That Stands Out
In-store retail requires packaging that can grab attention, communicate instantly, and compete against national brands.
Scalable Production
If Target approves your product, you must be ready to scale quickly. Prepare your manufacturing, logistics, and inventory systems in advance.
You Can Sell Your Product to Target
With the right product, pricing strategy, packaging, and preparation, your brand can successfully launch at Target.
Need help? Retailbound specializes in getting consumer product brands into big-box retail—including Target.
Email us at info@retailbound.com to get started.
🚀 Experience Retailbound Launch
Retailbound Launch helps brands simplify the entire retail process—from strategy to pitch to long-term sales management. With 170+ years of combined retail experience, our team helps product creators break into retailers across the U.S. and Canada.
You’re not just launching a product—you’re launching a brand.
About the Author
Yohan Jacob, President and Founder of Retailbound, leads a full-service retail channel management consultancy helping brands launch and scale in 150+ retailers across North America. Retailbound specializes in retail strategy, buyer engagement, sales management, and channel marketing for startups and established brands alike.
