Target adds beloved brand Walmart, Costco, and Kroger don’t sell

Target has become a sort of mini-mall. Its stores no longer just host the traditional array of department store merchandise. Instead, the chain has multiple store-within-a-store concepts and features a number of big-name partnerships.

A customer who visits Target (TGT) – Get Free Report can grab a drink or a snack from a full-service Starbucks location. The chain also offers Ulta Beauty shops, Walt Disney sections, mini-stores from Apple, and Levi’s, as well as a section of the retail giant devoted to Chip and Joanna Gaines’ Magnolia brand.

Related: Popular mall retailer facing potential Chapter 11 bankruptcy

Recently, Target actually expanded its relationship with Apple, tripling the number of Apple shops within its stores and bringing special deals for Target Circle loyalty program members. That includes four free months of Apple Fitness + as well as special offers on Apple’s other subscription services.

“Guests love the branded and immersive retail experiences we’re creating with Apple and other partners including Disney, Ulta Beauty, and Levi’s. With this Apple expansion, we’re giving guests even more reasons to choose Target for all their shopping and tech service needs.” Target Chief Merchandising Officer Jill Sando said in a media release.

Now, Target is adding another brand to its mix. The chain has added an internet-famous direct-to-consumer brand to 650 of its brick-and-mortar locations and its website.

Target adds Our Place cookware    

Our Place became a well-known cookware brand through its famous “Always Pan,” a pan designed to be used in multiple ways that allow owners to replace multiple kitchen items. That product has been heavily advertised and has a large social media following.

The company, which also has a partnership with actress Selena Gomez, has a simple mission.

“We believe in the power of home cooking to bring people together. It’s why we create products that make cooking and sharing a meal easier and more joyful. Our products are designed for how we live and celebrate making (and breaking) traditions with family: given, chosen, and found,” the direct-to-consumer (DTC) company shares on its website.

Partnering with Target greatly expands the company’s reach and allows people to handle its products before buying them. The company does not define itself fully as a cookware brand.

“Sure, we make things for your kitchen, but we’re not a kitchenware brand. Everything we do is rooted in bringing people together. It just so happens one of the best and most authentic ways to do that is over a home-cooked meal,” the company posted.

Target follows Amazon, Nordstrom

Our Place has also recently partnered with Amazon (AMZN) – Get Free Report to bring some of its products to the online giant. The Target deal, however, brings the company to a mass market retailer. Our Place also has a deal with Nordstrom where it’s sold in the chain’s stores, but the Target deal gives it mass-market reach.

“Despite this expansion, Our Place sales are still over 90% direct to consumer,” co-founder Shiza Shahid said in an email to Retail Dive. Shahid added that “while wholesale is a growing part of our brand” it hopes to bring its sustainable and toxin-free products wherever they shop.

In addition to its pans, Our Place also sells a line of appliances. The Dream Cooker, for example, is sort of a cross between a rice cooker, a pressure cooker, and a Crock-Pot. 

“It’s the multicooker of your dreams. Make fork-tender meats, fluffy whole grains, flavor-rich broths, all in record time with its ultra-efficient, pressurized powers,” the company shared on the web page selling the $250 device.

In addition, Our Place offers a $195 Wonder Over, which it calls a “conveniently-sized, countertop-worthy appliance that can air fry, bake, roast, toast, reheat, and broil – all with our steam infusion technology for crispy exteriors and soft, moist interiors.”

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