Target Australia has launched a new retail website, falling into line with fellow department stores Myer, Big W, Kamrt and David Jones.

Target is using Hybris B2C Commerce as the main platform for its new website.

David Hamilton, delivery centre manager, Target IT said the new online store would complement Target’s 290 bricks and mortar stores. 

“We have taken our time entering the online selling arena to ensure we got it right and to make it the experience our customers would expect from Target,” said Hamilton.

He said the Hybris technology used is designed for retail companies, which means it is customisable and can be updated based on new product developments.

“We have a long term partnership with hybris and we have been happy with the team’s commitment to meeting Target’s needs.”

Hybris worked with partner LoyaltyTech, and systems integrator Sapient Nitro, to build the online store. 

Matt Hampshire, CEO of LoyaltyTech, said: “We are excited to be able to work with Target and Hybris on this project as Target begins its multi-channel journey,” he said. “With our experience working in the Australian eCommerce market, partnering with a vendor like Hybris will help to strengthen the quality of benefits we can bring to our retail customers.”

Target has annual revenue of more than $3.8 billion, with core product ranges including ladieswear, intimate apparel, menswear, childrenswear and nursery, accessories and footwear, soft homewares, electrical, toys and other general merchandise. 

The majority of clothing is Target branded, with national brands and licenses used to complement the Target range.