The news: Target is adding more brands to its invitation-only marketplace to offer a larger assortment and more newness to shoppers.

The retailer’s latest partners—which include Clarks, Forever 21, Serta, and LovelySkin—span apparel and accessories, beauty and wellness, home, entertainment, and food.

The opportunity: Target Plus is an essential component of the retailer’s growth strategy, enabling it to expand its assortment, adapt more quickly to consumer trends, and grow advertising revenues as brands seek greater visibility. Marketplace GMV jumped 60% YoY in Q1, contributing to a 24.6% increase in what Target terms “nonmerchandise sales,” which also includes revenues from Roundel and Target Circle 360 membership.

Target’s rationale for marketplace expansion mirrors that of retailers like Walmart and Best Buy, which have repeatedly pointed to their third-party businesses as an opportunity to sell more products without purchasing more inventory while meeting more of shoppers’ needs. For Target, the partnerships also strengthen its reputation for style and value while expanding its share of bigger-ticket categories like electronics and furniture.