Target (NYSE:TGT) launched its own line of workout clothes and exercise equipment about a year ago. Two months later, the pandemic turned much of the country into stretchy pants-wearing remote workers who converted garages into home gyms and cut back on shopping trips.
All in Motion, a line that includes sports bras, hand weights and yoga mats, has now reached $1 billion in sales, the company said Monday. It is one of 10 Target brands that generated $1 billion or more in sales in fiscal 2020.
Over the past five years, Target has launched more than 30 private-label brands in clothing, home and other categories to try to differentiate itself from competitors and boost profitability. Four of these brands hit $2 billion or more in sales last year: kids apparel brand Cat & Jack; Good & Gather, a food and beverage line; Up & Up, a personal care and household essentials brand; and home decor brand Threshold.
The growth of these labels has validated Target’s strategy and helped it to gain $6 billion in market share in the first three fiscal quarters of the year, based on internal and third-party research. Apparel sales was one of the drivers, increasing by nearly 10% in the fiscal third quarter from a year earlier.
In coming months, Target will learn if that loyalty will last as shoppers get COVID vaccines and feel safe returning to malls again.
With All in Motion, Target sells products for women, men and kids. It has a wider range of sizes, and the company’s marketing photos break from the typical mold, featuring models with different body types, with none of them airbrushed.
TGT shares finished Friday’s session at $188.86