Target has decided to limit the availability of its Pride collection, which will no longer be offered in all 2,000 of its stores across the country. The annual pride collections, which have been offered since 2012, faced controversy last year when displays of LGBT-themed merchandise were moved to the back of stores or removed entirely due to outrage.
In a statement, Target expressed their support for the LGBTQIA+ community during Pride Month and throughout the year. The store will offer a curated collection of products, including adult apparel and home and food items, based on consumer feedback. The collection will be available online and in select stores based on historical sales performance.
Last year, the child-sized pride merchandise sparked backlash and threats against several Target stores. Due to safety concerns for their team members, Target made adjustments to their plans and removed items that were the focus of confrontational behavior.
The retailer stated that the collection was curated based on guest insights and consumer research. It is unclear if Target will collaborate with small designers for future collections, as last year’s merchandise included designs from a UK brand with ties to controversial individuals.
Target’s shares have declined by 12.6% since the start of the collection, according to Dow Jones Market Data Group.
