Target is an American store that was founded in 1962 in Minneapolis. Target have become increasingly successful and have found popularity with their customers thanks to their “expect more, pay less” ethos. Target is the second biggest general merchandise retail store in the United States and they have one of the most visited online retail shops. Target are constantly innovating to compete with their competitors, recent improvements include a speedier Click and Collect services and faster turnaround times on their online orders. Target sell a huge range of different baby monitors including video monitors, audio monitors, movement monitors, wearable and Wi-Fi monitors from a number of different well known and well-respected manufacturers.