Target doubles Down On Pride Celebrations Despite Anti-LGBT Boycott By Relaunching Pride Line

The anti-LGBT boycott against Target continues, but the retail chain isn’t backing down: it’s already celebrating Pride.

After it denied that the boycott led by the American Family Association because of the store’s trans-inclusive bathroom policy had any significant financial impact, Target relaunched its Pride range this month.

The line, which features LGBT logos and rainbow colors, uses the hashtag #TakePride.

“We’re making our message loud and clear: Target proudly stands with the LGBT community, both as a team member and team player through all that we do,” said Laysha Ward, executive vice president and chief corporate social responsibility officer.

Target first launched its Pride line in 2015.