At Target, the baby aisle is quickly becoming a one-stop shop for parents. As part of its latest turnaround effort appealing to “busy families,” the retailer is courting more premium brands in a bid to expand its baby aisle, and now pediatric medicine brand Genexa is joining the lineup after making the leap from the medicine aisle. The move places Genexa’s pain, fever, cold and flu, and allergy medicines alongside diapers, wipes, and popular registry items, in what co-founder David Johnson called a “very novel” arrangement, given that most of its products are sold at pharmacies. Ever since the closure of category killer Buy Buy Baby, Johnson said, there has been a lack of retailers offering a “whole experience,” where diapers, strollers, formula, and medicine are all available in the same department. Keep reading here.—AV | 
