Target’s babycare line Cloud Island, is expanding into essentials, including diapers, wipes, toiletries and feeding products. Since launching in May 2017, the brand has become known for its stylish and affordable nursery décor, bedding, bath and layette products, all created by Target’s very own design team.

“With all of Target’s new brands, we think about ways to expand upon the original idea,” says Mark Tritton, executive vice president and chief merchandising officer, Target. “As we talked about Cloud Island, the essentials category was always there. The idea was around better-for-you, dependable, affordable and accessible products that are good for your baby and your family. Now, building on the success we’ve seen with the brand over the past year, we’re bringing that idea to life.”

The expansion of Cloud Island includes 30 affordable, baby-essential items that never compromise on performance or durability. These products are prices approximately 30-40% less expensive than their branded counterpart but perform just as well, according to Target. The wipes are ultra-thick and made with 99% water and plant-based ingredients including a coconut oil moisturizer. The diapers offer 12-hour leak protection and feature the exclusive Tri-Wrap fold with no middle crease, giving them a better fit than standard offerings.