Target bets on buzzy TikTok brands like Mellow Sleep to revamp its home category. This story was first published by Digiday sibling ModernRetail Target is tapping young brands to revamp its homeware this year as part of the retailer's multi-year turnaround strategy. This fall, there's been a steady drumbeat of new brands launching in the big-box retailer's home category. Next to hit Target shelves is Mellow Sleep, which launched in 2025 and has become the top-selling sleep brand on TikTok. Mellow Sleep is making its physical retail debut at Target after hitting $130 million in revenue in its first year and is on track to end its second year with over $300 million in sales. Mellow Sleep's products will be available at 550 Target stores starting October 18, then nationwide by year's end. The five-product Mellow Sleep collection's prices range from $39.99 for Mellow Sleep's best-selling CloudAlign pillow to $129.99 for its Marshmallow Comforter. Mellow Sleep isn't the only brand Target is bringing into home to inject some excitement into the category. Target's annual home sales dropped by $1.09 billion, a 6.5% drop, in fiscal year 2025. This decline has been ongoing for the retailer, with 2025 being the third consecutive year the home category's sales dropped by more than $1 billion, per Home Textile Today. This fall, Target reintroduced the popular '90s bedding brand Shabby Chic to a new generation under the new moniker Simply Shabby Chic. The relaunch capitalizes on Shabby Chic's nostalgic vintage floral aesthetic that was all the rage during the 1990s. Target also just launched a collaboration with creator Annie Meyers-Shyer, known for her viral This Oak House Instagram account. As part of the new home merchandising overhaul, Target also just announced it cut prices by an average of 15% on its refreshed private-label bedding assortment. Mellow Sleep co-founder Chad Keller told Modern Retail the company is hoping its TikTok success will translate into on-shelf sales at Target, and in turn help boost sales in the bedding category for the retailer. "We know there are different segments of shoppers that buy in person versus what they see on TikTok or Meta or other social channels," he said. Keller said that Target reached out to the brand last spring, less than a year after the brand launched on TikTok Shop and through a DTC website. "There are so many consumers in the U.S. now that are addicted to TikTok and TikTok Shop," Keller said. "So why wouldn't Target capitalize on the brands that have big presences over there?" Mellow Sleep co-founder Jay Yue added that Target's buyer who reached out happened to already be a fan of Mellow Sleep's products. "She feels strongly about betting big on Mellow being amongst the big home brands in the next couple of years," he said, adding that the brand will be exclusive at the retailer for the time being. Mellow Sleep is known for pastel branding, and for the Target launch, Mellow Sleep has invested in custom end caps to act as focal points, featuring clouds and the Mellow logo against lavender color blocking. "There's a lot of neutral sheets up and down the aisles, so we hope ours will stand out," Keller said. Barry Thomas, senior retail thought leader at Kantar, said that when it comes to homeware shopping, many people look for inspiration well before they walk into a store. "Today, it's not uncommon for consumers to turn to social media or their favorite AI assistant to search for a specific look or vibe, rather than a specific retail category or piece of homeware," he said. That means brands and retailers have to make sure they persistently show up in AI results and on social media, and stay top of mind for consumers before they head to stores. Thomas said the challenge for Target, as it brings in startup brands like Mellow Sleep and executes the reintroduction of the Simply Shabby Chic range, is to do so with that shopping journey in mind. For example, Thomas said, "Many Target shoppers will already have an emotional connection to Simply Shabby Chic, but having a beloved brand name will only get a brand so far." Seeing how Target can turn a nostalgic moment into a steady new stream of revenue will be the biggest challenge for the retailer, he said. Keller said he believes Mellow Sleep will do its part in bringing a new boost of sales and excitement to Target's home category. "We believe that our branding within the market and the virality that we have can be memorable," Keller said.

MellowSleep introduces Weighted Eye Mask for rest routines. * 2 hrs ago Dover, Delaware - August 28, 2026 - PRESSADVANTAGE - MellowSleep introduces its weighted eye mask as a sleep accessory designed to support calmer rest routines through gentle pressure, light blocking, and flexible temperature use. The product page presents the mask as a compact option for people seeking a more settled bedtime environment without adding straps, bulky hardware, or complicated adjustments. The weighted eye mask uses 180 grams of micro glass beads to apply light, even pressure around the eyes and temples. MellowSleep describes the sensation as a form of gentle deep pressure stimulation, a design approach often associated with relaxation-focused sleep products that help create a more grounded feeling before rest. A key feature of the Mellow Weighted Eye Mask is its ability to block 99 percent of light while resting comfortably over the eye area. The company positions the mask for people who deal with bedroom light, travel disruption, screen-heavy evening routines, or inconsistent sleep settings where darkness can be difficult to control. The product can also be cooled or warmed for added relief, giving the mask a broader role in nightly wind-down routines. MellowSleep notes that temperature flexibility can make the product useful during different seasons and for different personal preferences, while the soft exterior keeps the experience simple and familiar. Unlike many traditional sleep masks, the design avoids straps and slipping by using a weighted form that rests in place. MellowSleep presents this as an important comfort detail because tension from elastic bands or shifting fabric can distract from the calming effect that a sleep mask is supposed to create. The product page also highlights color options including gray, baby blue, black, lavender, pink, and sage green, allowing the accessory to fit different style preferences while keeping the function consistent. The mask is currently listed with a regular price of $29.99, giving customers a focused entry point into MellowSleep's relaxation and sleep support product line. MellowSleep's announcement reflects growing interest in small sleep accessories that can improve the transition from active evenings to rest. While mattresses and pillows often receive the most attention, the company's weighted mask emphasizes how darkness, pressure, and temperature cues can help create a more intentional sleep environment. The design is also positioned for routines outside the bedroom, including travel, naps, and recovery periods after long screen sessions. Its strap-free construction makes the accessory easy to place over the eyes during quiet rest, while the weighted fill helps it stay in position without creating the tight feeling associated with elastic bands. MellowSleep describes the product as part of a broader category of practical sleep tools that address common friction points in simple ways. For customers who are sensitive to light or who prefer a more grounded wind-down routine, a weighted mask can offer a repeatable cue that supports consistency before sleep. The weighted eye mask is part of MellowSleep's broader approach to designing products around practical sleep friction rather than overly complex routines. By combining gentle pressure, 99 percent light blocking, and warm or cool use in one accessory, MellowSleep gives customers a simple tool for making rest routines more consistent at home or while traveling. The sleep mask for light blocking is now available through MellowSleep's online store, where customers can review product details, color options, and care information. MellowSleep says the product supports its goal of making sleep accessories feel approachable, comfortable, and easy to incorporate into everyday rest habits. Mellow LLC Katie Brooks 8 The Green, Dover, DE 19901