Target Is Launching New Home and Apparel Brands (And Retiring Some Old Ones)

Big news for bullseye fans: Target is launching over twelve new in house brands in the home and apparel categories. The Minnesota based retailer announced four of the new lines this weekend, as well as the news that they’re also getting rid of some old standbys.

Four of the new brands were announced on July 1, and cover men’s apparel, women’s apparel, athleisure, and home.

Let’s start with home: Target is launching Project 62, “a modern home brand thoughtfully designed for everyday life.” You can expect to see it this September in stores and online. From what we can tell, it’s definitely not too far of a departure from Target’s current offerings, and should fit in with the textural and metal pieces we love from Nate Berkus’ line, and the mid-century vibes of Threshold’s furniture and lighting.

In terms of clothing, expect to see A New Day (mix and match women’s wear) and Goodfellow & Co. (a “modern-meets-classic line of men’s clothing, accessories and shoes”) also arrive in September. JoyLab, debuting in October, is “fitness-meets-fashion-and-function,” an “edgier” take on athleisure than their current in house activewear.

“Our new brands are all about the changing face of our guests—what they need, what they’re looking for from Target,” says Mark Tritton, Target’s executive vice president and chief merchandising officer. “When we took a close look at our existing assortment with this in mind, we saw a disconnect. We knew we’d need to refresh our offerings—and define new ones—so our guests continue to love what they’re discovering at Target and want to keep coming back, again and again.”

To that note, Target is phasing out its men’s and women’s Merona apparel, and it’s men’s Mossimo line, “having grown too big and homogenized to garner shoppers’ affection,” executives told the Wall Street Journal.

The retailer is already seeing success with its newer brands—kid’s clothes Cat & Jack (launched a year ago, it’s already “one of our biggest owned brands and is a leader in the U.S. kids’ apparel industry,” Tritton says), Pillowfort, and Cloud Island are all hits with shoppers.

New brands aren’t the only changes Target has been making recently; the company is testing next day delivery, as well as embarking on a major redesign of their stores.

You can check out more about the new brands over on Target’s corporate blog.