Black-Owned Brand Oh Happy Dani Pulls Products from Target Amid Retailer’s Rollback on DEI Initiatives

Black-owned stationery and lifestyle brand Oh Happy Dani has officially started removing its products from Target shelves, following the retailer’s decision to roll back its diversity, equity, and inclusion (DEI) initiatives. The company announced the move on social media, stating that staying in the retailer no longer aligned with its core values.

“Oh Happy Dani has always been built on the very principles that have recently been rolled back by this company,” the brand shared in a statement. “Staying true to our mission means moving forward in a way that aligns with our values.”

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A post shared by Danielle Coke Balfour (@ohhappydani)

While acknowledging that not all businesses have the ability to sever ties with major retailers so quickly, Oh Happy Dani urged consumers to actively support Black-owned brands as they navigate this changing landscape.

This decision follows Target’s announcement last week that it would be dissolving its DEI goals, ending external DEI reporting, and scaling back programs supporting Black and minority-owned businesses. The retailer originally committed to expanding diversity efforts following the murder of George Floyd in 2020, pledging to increase Black employee representation, invest in Black entrepreneurs, and spend $2 billion with Black-owned businesses by 2025.

Target’s shift mirrors a growing trend among corporations stepping away from DEI initiatives due to political pressure, legal challenges, and financial concerns. Companies like Meta, McDonald’s, Walmart, and Tractor Supply have made similar moves, citing various reasons including the Supreme Court’s ruling on affirmative action and pushback from conservative activists.

Despite Target CEO Brian Cornell’s previous statements supporting diversity efforts, the retailer has been facing criticism from both sides of the political spectrum. In 2023, Target faced backlash from conservative groups over its Pride Month collection, leading the company to pull certain LGBTQ+ items from stores. That controversy was later cited as a contributing factor to weaker sales.

For brands like Oh Happy Dani, Target’s latest decision represents a step away from progress, prompting them to reconsider their partnerships. The company stated that while its journals and planners may remain in stores for a short time, it has begun the process of phasing them out entirely.

“Oh Happy Dani was discovered by so many in Target aisles, and this decision wasn’t made lightly,” the brand shared. “But our good work is far from over.”