• Market Crumbs

Target Reaches $1 Billion Milestone In Just One Year

Target has become one of the most dominant forces in retail in the U.S. over the last decade. The company has created a cult following of customers who can easily wonder stores for hours buying almost anything they need.

A large part of Target's recent success can be attributed to in-house brands that the company has launched. Target announced earlier this week that its activewear brand All in Motion surpassed $1 billion in sales in its first year.

Target launched All in Motion just before the pandemic hit last year and has seen sales boom as people have traded work attire for comfortable clothing. Target says sales for the brand exceeded industry growth and drove market share gains for the retailer.

By hitting $1 billion in sales, All in Motion becomes Targets tenth brand to reach the milestone. Target attributes its in-house brands' success to its guests. Target says its in-house design team used intel from thousands of guests from the beginning to get the product right. It found customers' most popular request was for sizing options such as 4X for women and 3X for men.

"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 vice president 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."

Target shared some fun facts for its first year of sales for the line such as selling 21 million pounds of hand weights and kettlebells—which is enough steel to build a second Eiffel Tower, and 7 million square feet of yoga mats—which is enough to cover 122 football fields.

Despite achieving so much success with the All in Motion line in just one year, Target isn't letting up. Target says its design team still reads every single customer review so it can improve the line and introduce new products.

With the All in Motion line having more than 700 products and generating $1 billion in sales in just one year—Target's tenth in-house brand to do so, the company has proved it can launch successful in-house brands in very short order.

Leftover Crumbs

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