Target Makes Baby Shopping Easier with a New Boutique Experience, Support Services and Top Brands

Baby lying on a blanket next to a plush teddy bear

Target announced its new Baby Boutique shopping experience for 2026, with premium brands, more hands-on product displays and about 1,700 new baby items.

As part of the launch, Target is expanding its free Baby Concierge service into Baby Boutique stores, with one-on-one expert guidance in person by appointment and virtually. Target describes the Baby Concierge pilot as powered by experts from Tot Squad.

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