Target is stocking an exclusive collection of family travel gear from Love Taza blog founder Naomi Davis.
The Love Taza collection rolled out to Target stores and target.com in March and includes an 18-inch rolling suitcase for children, a kids' activity kit, a 28-inch adult suitcase and a koala neck pillow. Ranging from $12.99 to $139.99, the SKUs will be available at the retailer "for the next couple months," according to a March 14 Love Taza post.
In stores, the collection received secondary merchandising space via dedicated endcaps outfitted with a header and a framed shelf sign communicating the SKUs' benefits. A feature in the retailer's March 11 circular spotlighted the product alongside a coupon for $25 off a $100 purchase of travel gear from March 11-17. March 20 Twitter and Facebook updates from Target, a display ad within target.com, blog posts on lovetaza.com and Instagram updates from Davis also support.
Launched in 2007, Love Taza shares stories of Davis’ family adventures and favorite New York spots to visit. Davis and her husband — "with lots of input from the kids" — worked on the family luggage collection line for almost a year before it launched at Target, according to the Love Taza post.
"I get a lot of questions specifically around family travel and how to keep little ones entertained and happy," said Davis in a March 13 post on the retailer's A Bullseye View blog announcing the collection. "So we wanted to create a family luggage collection that helped problem solve a few of the areas that may appear overwhelming or tricky when traveling with little ones, while also keeping the collection as a whole cohesive, stylish and efficient for everyone."
Target aims to differentiate itself by offering more exclusive products. The mass merchant recently launched an exclusive fragrance line, Good Chemistry, a private label line of women's apparel and accessories, Universal Thread, and a line of home furnishings dubbed Opalhouse.