Target Launches Cookbook for Private-Label Brand as Part of Turnaround Strategy
Target is taking steps similar to Costco by promoting its private-label brand, Good & Gather. The company recently launched a cookbook featuring recipes using products from the line, aiming to elevate it into a household name and drive more frequent customer visits. The initiative comes after Target reported strong second-quarter results in 2026 with net sales of $26.5 billion—up 5.3% year-over-year—and comparable store sales rising by 3.8%. CEO Michael Fiddelke emphasized the importance of private-label brands and customer experience as part of a broader turnaround strategy. Target's approach mirrors Costco’s success with Kirkland Signature, which has become a trusted brand in its own right. By making Good & Gather an integral part of consumers' daily lives through recipes and product integration, Target hopes to replicate that model.
Topics: Costco comparison Good & Gather private-label brands retailer turnaround Target