Target is reshaping its approach to the baby category with a new in-store format that shifts away from traditional boxed displays, toward a more hands-on shopping experience.

The retailer has quietly introduced ‘baby boutiques’ in about 200 stores over the past two months, covering roughly 10 per cent of its US footprint.

According to Target, the concept is designed to give parents an interactive way to shop for high-ticket items such as strollers and car seats. Instead of being kept in sealed boxes, products can be tested in-store.

Alongside the new format, the retailer has added 2000 baby SKUs across its stores and online.

The assortment includes premium and specialty brands such as Uppababy, Stokke, Bugaboo, and Doona, with some items priced around $1000.

In an interview with CNBC, Target CMO Cara Sylvester said families with young children represent a key growth segment for the business.

“Families with children ages five and under spend two times as much, and families with children across age groups visit stores twice as much as the average shopper,” Sylvester said. 

“We see an incredible opportunity to really deepen our relationships with busy families and become their first choice for even more of life’s everyday needs.”

Target is also piloting a free baby concierge service in partnership with Tot Squad, offering in-store and online support for customers comparing products or building baby registries.

The baby boutique initiative forms part of a broader turnaround strategy under CEO Michael Fiddelke, who took over in February.