Target and KitchenAid have had a long-standing partnership over the years. KitchenAid small appliances have been a staple on Target shelves, and many customers associate the two brands together. However, over the past year, there have been rumblings about whether this partnership is ending. Shoppers have noticed empty KitchenAid shelves and limited inventory in stores, leading to speculation that KitchenAid is pulling out of Target. In this post, we’ll take a closer look at the Target-KitchenAid partnership and examine what’s happening.
Target and KitchenAid first partnered up back in 2006. This partnership meant that Target would have the exclusive rights to sell certain KitchenAid small kitchen appliances like mixers, blenders, and coffee makers. Over the years, the partnership expanded to cover KitchenAid’s entire line of countertop appliances.
For Target, carrying premium KitchenAid appliances added more credibility and variety to their home goods offerings. For KitchenAid, it opened their brand up to Target’s wider mainstream audience. It was a win-win for both brands. KitchenAid rapidly became one of the anchor brands in Target’s small appliance department.
While the Target-KitchenAid partnership has lasted for over 15 years, recently there have been signs of trouble. In 2021, customers started noticing empty shelves where KitchenAid products used to be. Appliances like stand mixers were out of stock for long periods. There were also limited discounts or deals on KitchenAid items compared to years past.
On social media and internet forums, speculation mounted that Target and KitchenAid were parting ways. Some Target employees anonymously reported that their stores were no longer carrying KitchenAid or receiving as many shipments. Clearly, something was changing in this long-term relationship.
With rumors swirling, KitchenAid finally made an official statement in Fall 2021. According to the brand, they were not ending their relationship with Target altogether. Instead, they were “reassessing” their offerings to optimize availability amid global supply chain issues.
KitchenAid said they were focused on ensuring their core, iconic products like stand mixers were prioritized. This meant that some of their smaller ancillary products would be temporarily unavailable or out of stock at Target. However, they stated that they remained committed to the partnership.
While KitchenAid’s statement provides some reassurance, the proof is in what’s actually available on Target’s sales floor. As of 2022, here are some observations about KitchenAid’s remaining presence:
Based on KitchenAid’s statement and current product availability, it’s fair to say this partnership is undergoing some shifts. However, it’s unlikely that KitchenAid is pulling out of Target completely. Their iconic stand mixers remain on shelves, showing an ongoing commitment.
That said, the breadth and depth of KitchenAid products at Target is clearly reduced. Supply chain issues may be partially to blame, along with a reassessment of product mix. It’s possible Target and KitchenAid could not agree on profit-sharing terms for certain items.
In the short term, fewer discounts and out-of-stocks for KitchenAid shoppers at Target will persist. But in the long run, the brands likely intend to continue this lucrative partnership. Target benefits from having an aspirational brand like KitchenAid in stores. And KitchenAid gains broad reach through Target’s large national footprint. While the current situation is not ideal, look for Target and KitchenAid to re-solidify their ties once supply chains and inventory levels stabilize.
Does Target still sell KitchenAid stand mixers?
Yes, Target continues to sell KitchenAid’s signature stand mixers. However, inventory levels have been reduced compared to previous years. The most popular professional-grade models are still available.
Why did Target stop selling certain KitchenAid products?
KitchenAid cited supply chain challenges as part of the reason for limiting products at Target. Target likely wants to prioritize high-demand KitchenAid appliances first. Unavailable products may return once supply chain issues ease.
Are KitchenAid appliances cheaper at other stores now?
Possibly. Without Target’s exclusive deals, KitchenAid can offer promotions through other retail partners. However, Target still prices KitchenAid competitively despite fewer discounts.
The iconic Target and KitchenAid partnership has hit some bumps recently. Inventory issues and “reassessment” of product mix means fewer KitchenAid appliances on Target shelves today. However, KitchenAid maintains they are still committed to Target. Time will tell whether this relationship returns to its former glory or continues to decline. For now, consumers can expect limited, yet still compelling KitchenAid offerings at Target stores. The brands’ shared history suggests this partnership still has some life left, even if the current situation has shoppers worried.
