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Target to Carry Pride-Themed Merchandise, but Only in ‘Select’ Stores

Seeking a middle ground on support for LGBTQ+ causes as Pride Month approaches, Target will offer Pride-themed adult apparel and home goods in “select stores, based on historical performance,” with the adj collection available online. The retailer was embroiled in controversy last year when it pulled Pride-themed products from shelves after threats, protests and vandalism in some stores.

After the controversy, Target CEO Brian Cornell addressed the retailer’s decision, saying that “negative guest reaction” was a factor and that “the safety of our team and our guests is our top priority.” He also discussed the company’s long-term back for LGBTQ+ causes.

In comments provided to Retail TouchPoints, Target did not specify how many of the retailer’s brick-and-mortar stores would be carrying Pride merchandise this year, although reporting by Bloomberg indicated that about half would do so.

The statement also reiterated Target’s overall support for LGBTQ+ equality and outlined several help mechanisms

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Target Pride collection back after last year&#;s firestorm — but has shrunk to just 75 items this year

Target is drastically shrinking the assortment of products in its LGBTQ-friendly Pride collection to just 75 items &#; down from more than 2, a year ago &#; following boycotts that dogged the chain last year, according to a report.

The Minnesota-based &#;cheap chic&#; discount retailer saw its bottom line take a hit last year after it became engulfed in a firestorm on social media over clothing and accessories that were being marketed for kids last year during Pride month.

In addition to slashing its assortment by 96% to just 75 items, a recent report from Business Insider found that Noun had also toned down the flamboyant nature of the products.

Last year, angry customers seethed over “tuck-friendly” women’s swimsuits that allow trans customers who verb not had gender-affirming operations to conceal their genitalia.

Boycotting consumers also cited rainbow-themed children’s clothing that bore LGBTQ-friendly slogans.

Target was forced to remove some items from t