By James Calloway

Mellow Sleep made $130 million in revenue in its first year. Now it's on Target shelves.

The sleep brand, which launched in 2025 and became the top-selling sleep brand on TikTok, is making its physical retail debut at Target. It's on track to close its second year with over $300 million in sales.

That's the headline number, and it's the kind of number that explains why Target wants the brand in the first place.

Why is Target betting on young brands?

Target is tapping young, buzzy brands to revamp its homeware category this year. The move forms part of the retailer's multi-year turnaround strategy.

This fall, new brands have launched in the big-box retailer's home category in a steady drumbeat. Mellow Sleep is next in line to hit Target shelves.

The logic is straightforward. Target gets brands with proven demand and built-in social audiences. The brands get physical distribution at scale for the first time.

For Mellow Sleep, the deal converts TikTok sales momentum into shelf presence — a step that few DTC-first brands manage this early.

What do the numbers say?

The growth curve is the story here:

• $130 million — Mellow Sleep's revenue in its first year
• $300 million+ — projected sales by the end of its second year
• 2025 — the year the brand launched
• Top-selling — its rank among sleep brands on TikTok

A first-year brand more than doubling into year two, then landing a big-box deal, is rare in any category. It's rarer still in bedding and sleep, where incumbents have long dominated shelf space.

Takeaway: the sales trajectory, not just the TikTok buzz, is what earned the Target slot.

What does this mean for Target's home category?

Target's home category revamp isn't a single-brand play. The steady drumbeat of new brand launches this fall signals a broader merchandising shift inside the multi-year turnaround strategy.

Mellow Sleep is the most visible proof point so far, given its revenue scale and social traction. If the brand performs on shelf, expect Target to keep pulling digitally-native names into home.

The test now shifts from feeds to aisles — whether a TikTok-first audience follows Mellow Sleep into physical retail will say a lot about how Target's turnaround bets pay off.