Branch Basics expands at Target with new cleaners, laundry products

Store teams now have a bigger story to tell in aisle cleaning. Branch Basics moved its Target-exclusive Surface Cleaners to all Target.com orders and every Target store on April 20, while adding Laundry Detergent, Dishwasher Tablets and a new Glass Cleaner in select locations, a sign that the natural-cleaning brand is moving deeper into the household set.

The expansion matters because Branch Basics said its first year at Target sold out and pushed it to No. 1 in core natural cleaning categories. The company also said its Concentrate has sold nearly 2 million bottles and its direct-to-consumer business grew 235% year over year, giving Target a brand with enough momentum to justify more space on shelf. Branch Basics first launched at Target in April 2025, starting with fragrance-free, human-safe cleaning products that fit the retailer’s push to refresh everyday staples with stronger assortments.

For team members on the floor, the practical impact is clear: more facings, more questions and more need for tight execution. Guests looking for natural or fragrance-free products are likely to ask whether the products are in every store or only select locations, what ingredients are in them, how they compare with conventional cleaners and whether they can handle countertop messes, bathroom grime, laundry stains and dirty dishes. Target describes Branch Basics as plant- and mineral-based, and the current collection page lists All Purpose Cleaner, Bathroom Cleaner, Stain Remover, Concentrate, Laundry Detergent Powder, Dishwasher Tablets and Glass Cleaner.

Pricing will also shape those conversations. Target lists the 16-ounce All Purpose Cleaner, Bathroom Cleaner and Stain Remover at $4.99 each, the 8-ounce Concentrate at $10.99, Laundry Detergent Powder and Dishwasher Tablets at $14.99 each, and Glass Cleaner at $4.99. That mix gives store leaders a premium but accessible ladder across laundry, kitchen and bathroom categories, where clean shelf presentation can help turn a single purchase into a bigger basket.

The timing fits Target’s broader 2026 store strategy. On March 3, Target said it would invest an incremental $2 billion this year, with more than $1 billion in capital expenditures and $1 billion in operating investments, including changes to floor plans and displays, higher payroll and training, stronger key-category assortment and faster technology upgrades. Two days later, Target said it planned to open more than 30 new stores in 2026, including its 2,000th location in Fuquay-Varina, North Carolina. Branch Basics, founded in 2011 by Allison Evans, Marilee Nelson and Kelly Love after personal health challenges shaped its mission, is now using that retail backdrop to move from a niche clean-label name into a much bigger national shelf presence.