Levi’s can have a restricted time collection at Target, which incorporates over 100 home goods, attire and different objects.
Target will launch a limited-time collection of home goods, pet equipment, attire and different denim-inspired objects with Levi Strauss & Co. because it seems to construct on its gross sales momentum throughout the coronavirus pandemic.
The new line of more than 100 objects will likely be accessible in most of the big-box retailer’s shops and on-line beginning Feb. 28. They vary from glass tumblers for $three every to a bar cart for $150, however most objects are beneath $25.
For Levi’s, the expanded partnership is a approach to strengthen ties with a thriving retailer as attire gross sales are down and its division retailer companions have misplaced floor throughout the pandemic. Target, however, has attracted new clients and gained more of their enterprise whereas it is stored doorways open as a vital retailer. Its on-line choices, equivalent to curbside pickup, have seen vital development, too.
Target’s shares have risen 64% over the previous 12 months, bringing its market worth to $93.93 billion. The firm additionally reported a powerful vacation season, with comparable gross sales leaping 17.2% and e-commerce gross sales more than doubling in November and December.
Those positive factors have teed up a unique sort of problem for the big-box retailer. It faces powerful gross sales comparisons within the 12 months forward and traders could query if its tempo of development has peaked.
For Target, the limited-time collection is an element of its playbook. It has lengthy used exclusive merchandise to drive gross sales and create buzz. It has collaborated with different beloved trend manufacturers, together with Hunter and Lilly Pulitzer. It has additionally launched its personal manufacturers which have a fan following. Those embrace Cat & Jack, a children’ attire model, and Hearth & Hand, a home goods model created with Chip and Joanna Gaines’ firm Magnolia.
Typically, the limited-edition collections draw crowds to shops. This time round, Target is encouraging more purchasing to happen on its web site. Target CEO Brian Cornell mentioned workers will make certain clients can socially distance at shops, together with metering the quantity inside if wanted.
The Levi’s collection builds on a rising relationship between the businesses. Target has bought Levi’s worth model of denims, Denizen, for a couple of decade. About three years in the past, Cornell approached Levi’s CEO Chip Bergh about including Red Tab, its signature label, to Target. The retailer had found the model — sometimes present in mall-based shops like Macy’s — was Target customers’ hottest request.
In 2019, Target introduced some of its shops and its web site would begin carrying Red Tab. By fall 2021, Target plans to promote the Red Tab label at 500 of its almost 1,900 areas. The curated retailer shows resemble a “shop in shop.”
Target is including Levi’s Red Tab label to more of its shops. Inside of the shops, Levi’s has a show that resembles a store.
Target has labored with different corporations to create locations inside its shops, too. It has Disney retailers in 53 shops. Starting within the second half of this 12 months, it’ll open Ulta Beauty retailers inside of a whole lot of them with a curated choice of merchandise and workers educated as make-up and skin-care advisors.
The corporations started engaged on the collection earlier than the pandemic, however many objects — equivalent to throw blankets, sleepwear, an apron and a denim doggie outfit — match the best way that Americans reside now as they cook dinner, lounge round and spend more time at home with four-legged members of the family.
“It happens to marry with a lot of the trends that have happened during the pandemic, but that’s more a coincidence than anything else,” Bergh mentioned.
The Levi’s collection consists of pet equipment, together with a denim-inspired canine mattress.
It additionally has more objects designed with sustainability in thoughts than any of Target’s different collaborations, with supplies like sturdy materials and recycled glass.
Both CEOs mentioned they’ve their eyes on a favourite merchandise within the collection — a denim-inspired Sherpa mattress that they plan to purchase for their canine.
“I’m going to be on Target.com the moment this thing drops,” Bergh mentioned.