Target launches its first standalone private floral private

The new brand includes more than 60 options across seasonal and everyday assortments of fresh blooms and plants.

Target Corp. is growing a new category in-store as it continues to expand its lineup of “owned” (private)  brands.

The discounter has launched its first-ever standalone fresh floral brand, Good Joy Garden, just in time for Mother’s Day. The line includes more than 60 options across seasonal and everyday assortments of fresh blooms and plants.

The assortment includes bouquets of fresh-cut roses, tulips, carnations and mixed flowers, starting at $6, and potted plants and florals including succulents and orchids, starting at $15.  It also features special-occasion plants and flowers for Mother’s Day, Father’s Day, graduations and beyond, starting at $10.

Good Little Garden is available now in Target stores across the country. To celebrate the launch, select stores on April 27 will host in-store events that include giveaways and a “build your own bouquet” experience featuring Good Little Garden flowers.

This isn’t Target’s first fresh flower offering. In 2020, the retailer introduced seasonal florals as part of its party supply brand, Spritz. Since then, floral sales at Target stores have tripled, the retailer said