Aussies are reporting a strange phenomenon occurring on Kmart shelves just months after Target began selling the store’s popular Anko range as part of a $10 billion merger.
Shoppers claim they are struggling to find stock in their local Kmart stores, with videos showing empty shelves that haven’t been replenished.
But when they head into Target, which started selling cult Anko items at the start of the year as part of the move to make the brands one singular business, the products are seemingly available in “abundance”.
The unusual situation has led customers to believe Kmart is deliberately not restocking its shelves in order to persuade shoppers to head into Target stores instead.
One woman, who regularly purchases beauty products at the discount store, has dubbed the seemingly strange goings on a “Kmart conspiracy theory” in a video shared on social media – and she’s not the only one convinced it’s the reason shelves are bare.
“My local Kmart have not been restocking the Elf and OXX products but my local Target is absolutely full,” Amelia Liddy Sudbury said.
“Ever since the Target and the Kmart merger happened, I think they are prioritising the restocking of those products in Target stores over the Kmart shops to try and drive those Kmart loyalists and consumers into Target.”
In her video, shared on TikTok and Instagram, Ms Sudbury shows the bare shelves in the beauty aisle at Kmart, before heading to Target to show the difference.
“Look, I couldn’t find these (OXX beauty sponges) anywhere at Kmart, but full in Target.” she states.
“I’m telling you, it’s a Kmart conspiracy.”
The budget retailer has since reassured customers who are struggling to locate the “highly sought-after” products in stores.
“Our beauty range is known and loved by Kmart customers, making it highly sought after,” the Kmart spokesperson told news.com.au
“For Target customers, this is a new range and brands that are on offer. The team are working hard to restock and ensure availability at both stores.”
Aussies have been quick to respond to the claims, revealing they too had noticed their local Kmart had “empty” shelves while Target was fully stocked.
“I agree… I was looking for something in Kmart last week, they didn’t have it. Light bulb moment, looked in Target and there is was in abundance,” one shared.
“My Kmart beauty section is always feral and empty,” someone else chipped in.
As one declared: “Yesss! Target is always loaded with stock. Everything I’ve needed so far hasn’t been in stock in Kmart but Target seems to be the one stop shop these days.”
Others suggested there were reasons Target’s Anko stock was full, including that many probably still didn’t realise it was now sold there.
“A lot of people don’t know Target carries it yet,” stated one commenter.
“Many people don’t know about or haven’t realised the merge and just shop at Kmart, so it’s always full at Target cause no one’s really buying Kmart stuff from there,” agreed another.
As one snared: “Target is always full because no one shops there.”
“Maybe no one wants to go to Target? I go to Kmart for the reason I don’t wanna go to Target,” added another.
It’s not just the beauty products seemingly affected, with others stating they’d noticed the same occurring in the homewares and decor sections.
Approximately a quarter of Target’s “hard-home” stock, which included items such as decor, small furniture and appliances, were replaced by Anko versions in early 2024, much to the horror of loyal customers.
The Kmart Group revealed the decision to sell Anko products in Target stores had been introduced to combat Australia’s soaring cost-of-living pressures.
“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,” managing director Ian Bailey told The West Australian in January.
“We had great feedback from customers, we had very encouraging sales. So I think we’ve got lots of reasons to be optimistic.”
Despite the increasing popularity of Kmart’s in-house brand, response to the revelation has been huge, with many arguing Target gave consumers the option of “better quality products” that were still affordable.
“So sad. Target stuff is better quality than Kmart,” one said.
“I’m so disappointed, Target’s kids clothes – even the women’s – are so much better than Kmart, hopefully they keep the clothing,” another wrote.
As one raged: “I won’t be shopping at Target any more! Used to be one of my favourites.”