Target Australia has hit 100 years of retailing in 2026 and has just unveiled a refreshed brand platform, under the tagline: ‘Feel the Love’.
According to the national retailer, the refresh focuses on its heritage of quality, style, value and trust, with updates set across every customer touchpoint.
Founded as a single store in Geelong in 1926 by George Lindsay and Alex McKenzie, the business now known as Target has grown into a national retailer.
Target is housed under Wesfarmers, managed alongside Kmart. Target manages 120 stores across Australia and New Zealand, while Kmart operates 288.
Target’s new platform is being buoyed alongside the return of the ‘Kids Quality Promise’ – a policy that allows parents to get a refund on kids' clothing if the child outwears it before they outgrow it.
The platform updates the retailer’s aesthetic and style across marketing and social content, to stores and digital channels. The work was developed by Target's in-house creative and marketing teams, drawing on customer insight.
The refreshed creative identity forms part of a broader program designed to strengthen customer connection, brand distinction and long-term relevance.
"Target has been part of Australian family life for 100 years, and there is an enormous amount of affection for the brand,” Kmart Group GM of marketing Rennie Freer said. “Our focus is making sure we continue to earn that trust by delivering quality, style and value in a way that feels relevant for today's families."
Freer said ‘Feel the Love’ is a reflection of Target at its best. “We’re not trying to become something different. It celebrates the qualities customers have always valued about Target while giving the brand a more confident and contemporary voice for current and future generations."
A key feature of the work is that the creative platform was developed internally, giving the team ownership of both the strategy and the creative expression of the brand.
Freer added that the Kids Quality Promise demonstrates how the brand platform extends beyond marketing and into the customer experience.
"The strongest brands deliver on their promises, not just talk about them,” she said. “The Kids Quality Promise is a practical demonstration of the confidence we have in our product and the value we want customers to feel when they shop with us.”