In a move to differentiate itself from sister brand Kmart, department store Target will see an accelerated transformation to offer higher quality apparel, soft homewares and toys.
This shift will reposition the department store to compete against more specialty and middle-market offerings, and could keep Kmart and Target from potentially cannibalising one another’s sales.
As a result, however, approximately 80 head office roles have been restructured. A Target spokesperson confirmed it is aiming to redeploy some of these staff into other parts of its business, or into the wider Wesfarmers group.
Kmart Group managing director Ian Bailey said he believed it was the right time to recast Target against higher-quality competitors such as Cotton On, Myer, or Country Road, though at a more affordable price.