Target’s activewear brand hits $1 billion in gross sales, as retailer gains ground in apparel

Target’s activewear brand All in Motion is one in all 10 manufacturers on the retailer which have reached $1 billion in gross sales.


Target launched its personal line of exercise garments and train gear a few yr in the past. Two months later, the pandemic turned a lot of the nation into stretchy pants-wearing distant staff who transformed garages into dwelling gyms and in the reduction of on buying journeys.

“We like to joke about this internally that it’s become our guests’ favorite work wear, not just workout wear,” stated Jill Sando, Target’s chief merchandising officer for type and owned manufacturers.

All in Motion, a line that features sports activities bras, hand weights and yoga mats, has now reached $1 billion in gross sales, the corporate stated Monday. It is one in all 10 Target manufacturers that generated $1 billion or extra in gross sales in fiscal 2020.

Over the previous 5 years, Target has launched greater than 30 private-label manufacturers in clothes, dwelling and different classes to attempt to differentiate itself from opponents and increase profitability. Four of those manufacturers hit $2 billion or extra in gross sales final yr: youngsters apparel brand Cat & Jack; Good & Gather, a meals and beverage line; Up & Up, a private care and family necessities brand; and residential decor brand Threshold.

Target’s All in Motion line additionally consists of hand weights, yoga mats and different exercise equipment and gear.


The progress of those labels has validated Target’s technique and helped it to achieve $6 billion in market share in the primary three fiscal quarters of the yr, primarily based on inner and third-party analysis. Apparel gross sales was one of many drivers, increasing by practically 10% in the fiscal third quarter from a yr earlier.

Shares of Target are up 63% over the previous yr, as of Friday’s shut. The firm’s market worth is $94.58 billion.

The reputation of Target’s same-day companies, such as curbside pickup and residential deliveries by Shipt, has additionally been a catalyst that has lifted the retailer’s gross sales and its inventory worth. Its digital progress impressed Stifel to improve Target’s score to “buy” on Monday. It raised the corporate’s goal worth to $225, which might signify an roughly 16% acquire from the place it is at the moment buying and selling.

In coming months, Target will study if that loyalty will final as buyers get Covid vaccines and really feel secure returning to malls once more.

Stacey Widlitz, a retail advisor and founding father of SW Retail Advisors, stated Target has proven it’s savvy at mirroring profitable manufacturers and seizing upon weaknesses of different. It expanded its intimates assortment as shopping center staple Victoria’s Secret struggled. It riffed off the recognition of Lululemon with related trying shows of All in Motion’s exercise pants.

“They’ve basically been going around saying, ‘Who does it best and who does it worst?'” she stated. “‘Let’s replicate what the winners are doing and take on the losers and do it better.'”

She stated its candy spot is promoting fundamentals, such as leggings, tees and button-downs, since clients could not wish to pay a premium for a brand title.

With All in Motion, for instance, Target sells merchandise for girls, males and youngsters. It has a wider vary of sizes, and the corporate’s advertising and marketing photographs break from the everyday mould, that includes fashions with totally different physique varieties, with none of them airbrushed.

Most of its exercise garments and equipment price lower than $30, which Sando stated is about 75% much less on common than related merchandise bought by opponents. At Gap-owned Athleta and Lululemon, for instance, a pair of exercise pants can price $90 or extra.

Target’s All in Motion line launched simply earlier than the pandemic accelerated the recognition of informal garments and stretchy pants.


Sando stated the corporate is assured it may outpace gross sales of higher-end athleisure and apparel manufacturers. She stated it’s going to keep on with its components of creating unique merchandise with high quality and elegance, however with extra inclusive sizing and decrease costs.

Whether the restoration from the pandemic is quick or gradual, Citigroup analyst Paul Lejuez stated Target can proceed to develop. In a latest analysis notice, he stated the big-box retailer gained a bonus when it may preserve doorways open as a necessary retailer. Now, he stated, opponents that reduce throughout classes — like Pier 1, J.C. Penney, The Children’s Place and Victoria’s Secret — are completely closing shops.

Those retailer closures, which is able to happen over the subsequent few years, “put significant share up for grabs,” he stated. He predicted most site visitors will doubtless go to off-mall retailers with handy areas, such as Target, Kohl’s or Walmart.

“While many things that occurred during the pandemic period could be viewed as temporary, the store closures that occurred (or are occurring) represent a permanent shift in the retail landscape,” he stated in the notice.

Target’s personal label manufacturers as effectively as partnerships it has struck has turned it into a brand new mall, of types. More of its shops have a devoted show of Levi’s Red Tab denims and a Disney store. Ulta Beauty retailers will open within tons of of its shops this yr. Target additionally has a big wine choice and appeals to foodies with a brand new line of connoisseur coffees, hand-batch sauces and extra.

“The one-stop shopping trend continues because what the customer has learned is that they don’t need to go to six different places,” Widlitz stated. “And they no longer want to go to six different places.”

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