Why is Kmart’s Anko range being sold at Target? Shoppers take to social media to share frustration over rollout prompted by management’s decision to tackle cost of living

Shoppers are fuming after Target’s homewares range began being replaced by Kmart’s Anko range in stores recently.

The rollout of Anko products began in earnest last week and sparked a flurry of posts and videos on social media.

A member of Target, Kmart & BIG W ( All Australia Stores ) Inspired, Decor & Hacks Facebook page asked: “What’s everyone’s opinions on Target taking out their whole homewares section and replacing with anko products?”

The question got hundreds of comments from shoppers expressing irritation to the change to outright anger.

“I think it was the wrong decision. I shopped at Target because their products were better quality. I hate Kmart and they’re just becoming cheap and nasty,” one woman wrote.

“Biggest disappointment! Absolutely outrageous,” another woman added.

“Normally go to Target in the hopes of buying better quality stuff than rubbish at Kmart. What’s the point in going to Target if everything is about to be replaced with the cheapest crap,” a third wrote.

Self-described food & life hacker miss___minchin shared a video on TikTok showing off the change with the caption: “The collab we don’t need 🥺.”

The video had more than 200,000 views with disappointed shoppers agreeing the change was disappointing.

The rollout of Anko products into Target was prompted to address expected stubborn cost-of-living pressures.

Kmart Group managing director Ian Bailey told The West that results of a pilot Anko rollout into Target stores had generated “very good results”.

“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.”

An anonymous Target manager took to the Decor and Hacks group to reassure customers all clothing and soft homewares were staying.

“So the same quality babywear, childrenswear, menswear and womenswear. All sheets, quilt covers, towels are staying,” they wrote.

“Wesfarmers owns Kmart and Target (have done so far a long time) and they have realised that people are willing to spend more on quality clothing and soft Home (we aim to compete with expensive brands such as Adair’s- NOT trying to compete with Kmart in these qualities/prices).

“Profit wise we make the $$$ on our clothing and soft homewares. Our ‘hard homewares’ are hit and miss and they frankly are high theft areas.

They asked irritated customers to avoid taking their frustration out on store staff.