MINNEAPOLIS — Target is ready to launch yet another new brand — one that executives hope will help it compete with the likes of Athleta and Lululemon.
All in Motion, an activewear brand developed by Target’s in-house designers, will replace C9 by Champion, a licensed brand from Hanesbrands that Target has exclusively carried for more than 15 years.
The new brand will roll out on Target.com on Jan. 17 and will be in stores a week later.
“The team spent about two years talking to 15,000 guests across the country to understand what they’re looking for in their activewear and how to make sure Target is meeting that need,” said Courtney Foster, a Target spokeswoman. “They went on to develop this brand that has attributes that we believe are on par with premium brands but at Target prices.”
Target expects the new brand will help it gain market share in the category, she said. While she declined to break out the previous sales of C9, she said All in Motion is expected to hit $1 billion in sales in its first year.
That would make the line — which will be the only Target private-label brand to span women’s, men’s and kids’ apparel — one of the retailer’s larger brands in its portfolio. Cat & Jack in children’s and A New Day in women’s, which have been some of Target’s more successful newer apparel lines, are also billion-dollar-plus brands for Target.
All in Motion was designed with quality, sustainability and inclusivity in mind, Target said. It has durable fabrics that wick and are soft to the touch and features such as thumb holes in sleeves, odor control, and flat seams to reduce chafing. Many products are made with recycled polyester or sustainably sourced cotton.
All of the brand’s offerings will come in sizes up to 4X in women’s and 3X in men’s, but the extended sizes will be offered mostly only online.
“It’s the final piece of the jigsaw in Target’s overall revamp of apparel,” said Neil Saunders, an analyst with GlobalData Retail, adding that Target has had tremendous success in the last couple of years in apparel as it has phased out older brands and replaced them with newer, fresher ones.
