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02/08/2021

Target’s newest billion dollar brand is…

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture

Target Corp. has notched its tenth billion dollar private brand and this one is only a year old.

The discounter debuted its private activewear and sporting goods brand, All in Motion, roughly one year ago. A few weeks after the launch, the pandemic hit and families started spending more time at home – working, learning and working out.

The line includes a wide range of goods for men, women and kids, from hand weights, kettlebells and yoga mats to leggings, sports bras and sweatshirts. It is one of 10 Target private brands that generated $1 billion or more in sales in fiscal 2020.

“Our owned brands are truly a differentiator for Target, and in its first year, All in Motion stood out in the marketplace, providing guests incredible activewear and sporting goods for whatever their daily lives bring — at an only-at-Target value,” said Jill Sando, executive VP and chief merchandising officer, style and owned brands, Target. “We’re proud that our brands are meeting guests’ evolving needs and sparking moments of daily comfort and joy for the entire family when they need it most.” 

During the past five years, Target has launched more than 30 private-label brands across a wide range of categories. It rolled out its largest in-house brand to date, the Good & Gather food brand, in September 2019. It was one of four Target private brands that hit $2 billion or more in sales in 2020. The others being Cat & Jack, Threshold and Up & Up.