Target Australia has reintroduced its popular Kids Quality Promise clothing scheme, replacing any eligible children's garment free of charge if it wears out before a child outgrows it.
The refreshed initiative provides parents with a 365-day returns policy on all eligible Target-branded kidswear items, offering financial relief to Australian families facing cost-of-living pressures. The retailer said the offer could save household budgets thousands of dollars over time.
The relaunch coincides with the retailer's 100th anniversary, marking a century of operations in the Australian retail sector. Target Group Managing Director Aleksandra Spaseska described the decision to restore the guarantee as an ideal way to celebrate the company's centenary.
"Reaching 100 years is an incredible milestone and one that belongs to the generations of Australian families who have welcomed Target into their lives," Spaseska said. "We're marking the occasion by bringing back something that reflects what families value most about Target: quality products that are made to last."
Cost of living and customer trust
Spaseska added that economic conditions were a major factor in returning the clothing guarantee to Australian shoppers. "We know that in today's cost-of-living environment every purchase matters. Families want products that wear well, last and represent real value, and that's exactly what we're focused on delivering," she said.
Children's apparel remains one of Target Australia's most trusted and heavily purchased product categories. Parents frequently praise the brand's quality, durability, and overall value when comparing its lines to budget clothing options sold by rival retailers.
Spaseska emphasized that the Kids Quality Promise represents more than just a nod to company history. "As we begin our second century, we're focused on continuing to earn the trust of Australian families by delivering quality, value and products that make everyday life easier," she said.
A century of Australian retail
The business was originally founded in 1926 as a single store in Geelong, a regional port city in Victoria, by George Lindsay and Alex McKenzie. Over the past century, the retail operation expanded from a single store into one of Australia's most established national department store networks.
Target Australia currently operates around 120 stores across the country. Thousands of Australian shoppers count the company's high-quality fashion range as their go-to choice for everyday wardrobe essentials.
Brand trust rankings
The relaunch of the guarantee comes as market research highlights consumer trust across Australian commercial brands. The Roy Morgan Risk Monitor, an annual assessment conducted by Australia's market research firm, measures brand perception by surveying between 1,500 and 2,000 Australians every month. The survey gathers responses from 18,000 people annually across 27 distinct industry sectors to evaluate levels of trust and distrust among approximately 1,000 brands.
In the Roy Morgan trust rankings for 2026, hardware chain Bunnings Warehouse claimed the top position as Australia's most trusted brand, followed by supermarket operator Aldi in second place and discount department store Kmart in third. Financial institution Commonwealth Bank ranked fourth, while technology giant Apple placed fifth.
Automaker Toyota took sixth place in the national trust index, ahead of department store chain Myer in seventh and discount retailer Big W in eighth. Electronics retailer JB Hi-Fi ranked ninth, while postal operator Australia Post completed the top ten most trusted brands.
The full list of Australia's top 10 most trusted brands for 2026 includes:
- 1. Bunnings Warehouse
- 2. Aldi
- 3. Kmart
- 4. Commonwealth Bank
- 5. Apple
- 6. Toyota
- 7. Myer
- 8. Big W
- 9. JB Hi-Fi
- 10. Australia Post
