Customers ‘devastated’ as Target clears shelves for discount brand

Shoppers have been left “confused” after the shelves of a popular retailer were stripped bare. But there’s a reason for the “really weird” move.

Shoppers have been left “devastated” after a popular Aussie retailer cleared out its shelves to make way for a discount brand.

Target stores across the country have begun replacing some of its much-loved ranges in favour of Kmart’s Anko range – a move that was announced by parent company Wesfarmers in July last year.

Approximately a quarter of Target’s “hard-home” stock, which includes items such as decor, small furniture and appliances, will be replaced by Anko versions in early 2024.

The stock alteration is part of a $10 billion merger which sees Target and Kmart become one singular business – but as the changes begin to roll out, customers have been sharing their dismay.

One customer recently posted a photo of the “baffling” discovery she made during a recent trip to Target.

Shoppers have been left ‘confused’ after discovering Target stores have a sea of empty shelves. Picture: Facebook/KmartHacksandDecor

Stock is being cleared to make way for Kmart’s Anko range as part of a $10 billion merger of the two brands. Picture: Facebook/KmartHacksandDecor

“This is Target …” the woman wrote in the Kmart Hacks and Decor Facebook group, alongside several snaps of shelves packed with Anko water bottles.

“Talking to the staff it appears that Target is losing their electrical and home wares section and replacing it with Kmarts Anko range …. WTF !!!”

She also shared a string of images revealing bare shelves in the Target store after products had been removed to make way for more Anko items.

Another shopper took to TikTok to share her shock after she popped into her local Target and found “half the store was empty”.

“All of the homewares are gone, most of the baby products are gone. There’s just gaps all throughout the store,” user Tenielle Hamlin – who uses the handle @tenbunny – said in a video, before adding she was “devastated” by the development.

Aussies have argued Target has ‘better quality’ items. Picture: David Clark

But Ian Bailey, managing director of the Kmart group, said the decision was made to help combat Australia’s soaring cost-of-living pressures. Picture: Supplied

Another TikTok user shared a video of the bare shelves in her local Target, captioning the clip: “The collab we don’t need.”

While someone else revealed they’d gone into Target and were “confused” to see Kmart products on shelves.

“What is happening?” the shopper asked.

“We’re in Target but we are seeing Kmart stuff. This is really weird.”

Kmart Group revealed the decision to sell Anko products in Target stores had been introduced to combat Australia’s soaring cost-of-living pressures.

“I think the search for value is something [consumers] are going to continue to try to do as they try and figure out how they maintain their lifestyle,’ Ian Bailey, managing director, told The West Australian.

“We had great feedback from customers, we had very encouraging sales. So I think we’ve got lots of reasons to be optimistic.”

Many shoppers said the decision was ‘really weird’. Picture: TikTok

‘So disappointed.’ Picture: TikTok

Despite the increasing popularity of Kmart’s house brand, response to the revelation has been huge, with many arguing Target gave consumers the option of “better quality products” that were still affordable.

“So sad. Target stuff is better quality than Kmart,” one said.

“I’m so disappointed, Target’s kids clothes – even the women’s – are so much better than Kmart, hopefully they keep the clothing,” another wrote.

As one raged: “I won’t be shopping at Target any more! Used to be one of my favourites.”

The sentiment was shared by another, who declared: “Nooooooooooooo we don’t want this.”

“This is so disappointing. Target has been absolutely slaying lately, why ruin it,” another remarked.

Kmart rebranded its house brand “&Co” to Anko, an acronym for “a new kind of”, in 2019 and has experienced huge success.

It has proved particularly popular on social media where users and online groups share “Kmart hacks” and compare Anko products to much more expensive rival versions.