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Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Kmart’s Anko range appeared at Target because of the Kmart–Target integration that Wesfarmers, Kmart’s parent company, set out in its 2023 Annual Report. The company said the change would bring select Anko general merchandise ranges into Target in early 2024 and let Target concentrate on its core categories. Shoppers who had gone to Target for apparel and soft home reacted sharply on social media, and the complaints were widely reported in January 2024. This article explains the company’s stated reasons, what the rollout actually covered, what the reaction does and does not show, and how to think about the trade-off if you shop at both chains.
What Wesfarmers said the integration was for
Wesfarmers’ 2023 Annual Report linked the integration of the Kmart and Target businesses to introducing select general merchandise Anko ranges into Target in early 2024. Its stated purpose was twofold: allow Target to maintain greater focus on its core categories, and give Target access to Kmart Group technology and data capabilities. The same report described Target as a destination for apparel and soft home, with “Affordable quality” as its key differentiator.
The 2024 Annual Report framed the two chains as “One Business, Two Brands.” It said shared systems and processes give scale benefits and support a lower-cost structure across the business, while each brand keeps its own customer value proposition. That is the corporate logic behind the change: common back-end operations spread costs across both chains. It explains the strategy, but it does not show that individual shoppers paid less or received better value.
What the rollout covered and when
The company’s timing and scope are easiest to read side by side:
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| Source | Date | What it says about Anko at Target |
|---|---|---|
| Wesfarmers 2023 Annual Report | Published 2023 | Select Anko general merchandise ranges to be introduced into Target in early 2024; Target to focus on apparel and soft home |
| Wesfarmers 2024 Annual Report | Published 2024 | Common systems and processes deliver scale and a lower-cost structure; brands keep differentiated value propositions |
| Wesfarmers 2024 Half-year Results Briefing | 2024 | Introduction of select Anko ranges across hard home and general merchandise at Target completed early in the second half of FY2024 |
The key word is “select.” The company materials describe particular Anko ranges, not a wholesale replacement of every Target homewares product. The reporting and company milestones all date to 2024. They do not establish what Target stocks at individual stores today, in 2026, so check the shelves rather than assuming the 2024 assortment still applies.
How the two chains are positioned
The table below compares the two propositions as the company describes them. These are stated positions, not independent assessments of product quality.
| Dimension | Target (as described by Wesfarmers) | Kmart and the Anko offer (as described by Wesfarmers) |
|---|---|---|
| Category role | Apparel and soft home as core focus | Value-led general merchandise, including selected Anko ranges placed into Target in hard home and general merchandise |
| Stated proposition | “Affordable quality” as key differentiator | Value-led offer; brand keeps its own customer value proposition |
| Business rationale | Greater focus on core categories and access to Kmart Group technology and data | Shared systems and processes providing scale and a lower-cost structure |
In practice, this means the group is trying to keep two different shopping reasons separate while sharing the machinery underneath. Whether the two propositions remain distinct in a shopper’s eyes is the question the reaction raised.
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What shoppers reported
PerthNow’s January 8, 2024 report, by Rachel Fenner, collected shoppers’ reactions from social media. Its examples are anecdotal. The article does not show that they represent most Target customers, and it reports no representative poll. The PerthNow article is the primary source for these details.
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The Facebook group post
The article reports hundreds of comments on a Facebook group post. The question at the centre of the discussion was: “What’s everyone’s opinions on Target taking out their whole homewares section and replacing with anko products?” That wording overstates the change, since the company described select ranges, so it is worth reading the complaint as a reaction to a perceived change rather than a precise account of it.
The TikTok video
A TikTok video by an account identified as miss___minchin drew more than 200,000 views at the time of the report. That is a view count from January 2024, not a current figure, and views do not measure agreement.
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Recurring complaints
The reported comments cluster around three themes. Shoppers said they had gone to Target for better perceived quality and were disappointed by the change. Others asked what Target offered if it carried the same products as Kmart. Some described the rollout simply as disappointing. These are comments reported by the article, not verified quotations from named customers.
What a Target manager said
PerthNow also quoted an anonymous Target manager. According to the article, babywear, children’s, men’s and women’s clothing, and sheets, quilt covers and towels were staying. The same manager described hard homewares as “hit and miss” and as high-theft areas. This is an unnamed employee’s account relayed secondhand, not a confirmed company policy, and it should be read that way.
The cost-of-living framing
The story’s headline ties the rollout to management’s effort to address cost-of-living pressure. The reported evidence for that framing comes from Kmart Group managing director Ian Bailey, who spoke to The West and is quoted by PerthNow:
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“This trend to value is going to continue,” he said. “I think the search for value is something (consumers) are going to continue to try to do as they try and figure out how they maintain their lifestyle.”
That is a view about where consumer demand is heading. It is not evidence that the Anko placement lowered anyone’s household costs, and the articles do not measure any such effect.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.A practical checklist if you shop at both chains
The change is less about whether Anko is good or bad and more about how you judge value when two brands share a supply base. A few checks help:
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- Compare by unit or by use. Look at the fabric, filling, or material details on the label, and compare them with the price per unit, not with the brand name.
- Keep a note of what you buy where. If a product bought at Target disappoints, note the category and price so you can judge whether the drop in quality is consistent.
- Check in-store rather than relying on reports. The assortment reported in 2024 may have changed, so a fresh look at the shelves is more reliable than a news story.
- Separate price from quality claims. A brand’s “affordable quality” positioning is the company’s own language; it is not an independent test result.
- Set a budget for each category. If you buy homewares at Target because you valued the range, decide in advance how much you will spend there, so a change in stock does not quietly push your spending up.
None of these steps requires a verdict on the rollout. They simply let you judge the products you actually buy.
The company’s 2024 half-year briefing is the most specific rollout record available. Its 2024 Half-year Results Briefing Presentation states that the selected Anko rollout across hard home and general merchandise at Target was completed early in the second half of FY2024.
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