Crazy Dog T-Shirts goes live on Target’s Marketplace within 10 days while managing 95,000 active SKUs in Rithum 

Crazy Dog T-Shirts results at a glance: 

• Launched initial SKUs on Target Plus within 10 days. 
• 95,000 active SKUs managed in Rithum. 
• New products seamlessly uploaded and published across platforms. 
• Target merchandising keywords supported with word swaps, lookup lists set up in Rithum. 
• Seasonal planning supported with custom reports that combine sales across channels. 

Crazy Dog T-Shirts sells custom and novelty t-shirts, with designs created and printed in-house. Founded in 2004, Crazy Dog T-Shirts launches new designs every week. Tony Kingston, Digital Manager at Crazy Dog T-Shirts, manages the catalog and keeps product data flowing to each marketplace. The brand treats new designs as a growth lever and keeps adding them across marketplaces. Rithum supports that pace by letting the team publish in bulk and manage channel-specific requirements. Crazy Dog T-Shirts currently manages roughly 95,000 active SKUs in Rithum.

Why Target Plus, a curated marketplace with scale on Target.com

Target runs Target Plus as an invite-only, curated marketplace. The marketplace applies strict item setup rules, and any missing requirements can lead to automatic rejection. Sellers keep product data complete and keep titles, keywords, and attributes within Target’s standards to get (and keep) items live. Crazy Dog T-Shirts added Target Plus as part of its strategy to keep expanding onto new marketplaces and get new designs in front of more shoppers. 

The challenge: meet strict listing requirements at 95,000-SKU scale 

Target reviews item data, listing language, and listing content closely, and has specific requirements. “Target reviews the details closely, so onboarding takes careful setup. A repeatable process helps us move quickly and keep listings consistent,” said Tony. Any deviation from their rules can cause a rejection.

Why Rithum: one workflow for bulk uploads plus Target-specific controls 

Crazy Dog T-Shirts builds new items in a Rithum-ready upload format with tags for each item for the channels they want, and Rithum publishes the listings and pushes updates out automatically. 

“We upload the Excel file, and that product goes to every single platform. Rithum is absolutely critical for that, no question,” Tony said. 

Target has strict content rules, so Tony uses word swaps, a lookup list, and attributes in Rithum to send Target the right version of each listing. 

The lookup list is like a last line of defense to swap words when we know a product is okay. That kind of nuance happens a lot with Target, and it wouldn’t be possible without Rithum.

– Tony Kingston, Digital Manager at Crazy Dog T-Shirts

Impact and collaboration, fast launch and ongoing catalog planning 

Target’s Marketplace launches can take months, but Crazy Dog T-Shirts’s SKUs went live within 10 days using Rithum’s Target integration. Tony runs onboarding across channels, moved through the setup quickly, and used the Target template in Rithum to submit the attributes he wanted.

“Rithum has everything. It’s a really good integration,” he said. 

After launch, Crazy Dog T-Shirts uses Rithum reporting to plan seasonal buys. Tony pulls custom reports that combine sales across channels down to the item and size level. He also tracks what performs differently on Target, including youth and women’s shirts performing better there compared with other platforms.

Tony keeps the same approach when he evaluates new channels. Rithum helps Crazy Dog T-Shirts also sell on Amazon, eBay, and TikTok Shop. 

“We’re always game to move on to new marketplaces. The business rules are easy to write, and the product management is easy to do. It’s as easy as can be, way easier than trying to manually get on these different platforms,” said Tony.