He’s the man behind the nearly two dozen new brands that have bolstered Target sales and shifted the retailer’s focus from limited-edition, celebrity-driven partnerships to sustainable owned labels. Mark Tritton left Nordstrom to join Target in 2016 with a goal to reimagine the customer’s connection to Target, whether online or in-store. His strategy: building brands that last through individual personalities and values—“sparks of joy,” as he describes it. That ranges from Heyday, Target’s first owned electronics brand, to Prologue, a line of trend-forward women’s essentials that seems designed to rival millennial favorite Everlane. Following the successful 2016 launch of new children’s collection Cat & Jack, which hit $2 billion in sales within a year, three more brands are on pace to generate more than $1 billion each in annual sales, according to Target’s 2017 annual report.