Target's new Baby Boutique concept, coming to the Clovis store at 695 W. Herndon Ave. this March, will feature nearly 2,000 new products and a hands-on shopping experience for parents. Target image

Target announced plans to expand its baby department with nearly 2,000 new products and a new in-store “Baby Boutique” concept, designed to help simplify shopping for parents.

The retailer said the shop-in-shop experience will roll out to nearly 200 stores nationwide and online in March, including 22 California locations. The Target store in Clovis at 695 W. Herndon Ave. will feature the new Baby Boutique space.

Target said baby shopping has grown increasingly complex for parents, noting that parents now spend more than three times longer researching baby products than any other retail category. The retailer says 56% of shoppers seeking major purchases like strollers and car seats feel stressed about their purchases.

The expansion aims to move the retailer beyond the classic baby essentials and position Target as a resource for parents navigating major life milestones.

The expansion will introduce several new brands to Target, including UPPAbaby, and expanded selections of Bugaboo, Stokke and Doona products.

The Baby Boutique spaces will allow customers to see, touch and compare baby gear before committing to larger purchases.

Target is also expanding a free, appointment-based expert service, allowing parents to receive personalized guidance when selecting baby products. The service will be available both online and in-store.

In addition to expanded products, Target said it will introduce seasonal “discovery” displays in 1,000 stores to help shoppers find gifts for baby showers and birthdays.

New items will include products across categories including baby gear, wellness-focused skincare and national brand exclusives including Joie, Nanit, Amara, Tubby Todd and Little Spoon.

Target said the changes aim to make shopping for baby products more enjoyable and joyful, limiting stress to parents.