The revamp adds nearly 2,000 baby items chainwide and online, including premium brands such as UPPAbaby, as CEO Michael Fiddelke seeks to reverse a three-year sales slump.
Target says families with young children spend about twice as much and visit twice as often as average shoppers, making the category central to efforts to win back customers from Walmart and Amazon.
The retailer, due to report first-quarter earnings on 20 May, plans more boutiques after investing heavily in stores, despite a falling US birth rate and Target's recent loss of baby-market share.
Facing a national 'baby bust,' can Target's billion-dollar bet on premium baby gear actually revive its struggling business?
Is Target's new hands-on 'baby boutique' enough to lure parents away from the low prices of Amazon and Walmart?