WASHINGTON (TND) — The U.S. retailer made changes to its Pride Month collection this year after it received backlash in 2023.

Target announced it will sell LGBTQ+ themed merchandise online and at some of its stores due to "historical sales performance."

The retailer sold its collection before the negative response at 2,000 stores it operates.

The company claims it will continues to support the LGBTQIA+ community during June and year-round.

Last year, Target reported a decrease in sales after customers slammed the company for Pride Month merchandise it displayed at it stores.

Customers took to social media criticizing bathing suits, a full women's bathing suit, designed for "all."

During last June's Pride Month, boycotts were organized and some Target employees were threatened over the LGBTQ+ displays in stores.

The company responded and pulled some of the merchandise.

This summer, Target will have adult apparel, home, food and beverage items in its Pride collection it has "curated based on consumer feedback."

Target said this year it was providing a "cultured of care" for all 400,000 of its employees.

An advocacy group condemned the company for the changes.

Human Rights Campaign President Kelley Robinson said

Target's decision was disappointing and risks alienating LGBTQ+ individuals and allies at the risk of not only profits, but also their values, said Human Rights Campaign President Kelley Robinson in a statement provided to the The Associated Press.

Target's latest move is another example of how companies have to place close attention on how they serve customers.

Bud Light also experienced backlash and declining sales after it featured transgender influencer Dylan Mulvaney in a commercial.

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