The new products are part of Target’s continued strategy to expand the presence of unique items under its own brands and will hit stores after the retailer posted stronger than expected second quarter. For the three months ended August 3, total revenue was $25.5 billion, up 2.7% year over year. Comparable sales increased 2%.

The strong quarterly performance was due in part to Target’s private-label assortment, which Gomez said grew faster than the overall company, demonstrating the relevance, quality and value the company’s private-label brands offer consumers.

“Our industry-leading design and procurement capabilities give us a better ability to eliminate unnecessary steps in the process, enabling us to reduce costs and accelerate time to market,” he said.

In addition to the planned expansion of its food and beverage assortment, the retailer also reported growth in several other categories, driven by its own brands. Women’s apparel saw growth in the low to mid single digits, with Target’s young, contemporary own brand Wild Fable holding a strong position.

In addition, Gomez said that Target’s recent relaunch of its lingerie and sleepwear brand, Audenhas been well received and offers attractively priced items such as bras for $15 and pajama sets for $20.

“These results demonstrate the broad-based improvements we are seeing in apparel, a trend we intend to continue to build on in the coming quarters and years,” he said.

Other notable product launches include more than 100 items under the Gigglescape own brand, with the range now also including preschool toys, games, puzzles and an expansion to include plush.

The partnership with celebrity Blake Lively and the launch of her Target-exclusive Blake Brown Hair Care The product line was also successful. According to Gomez, the new product line was the retailer’s largest hair care launch. On launch day, five items in the line were among the top five best-selling hair care products at Target.