It’s a kid’s world with Cat & Jack—Target’s newest (and largest ever) private brand of clothing for kids and baby, with our youngest guests—real kids from around the country—helping design the collection, model the clothes, and so much more. The new brand joins the kids focused home décor brand Pillowfort in replacing their more than 20-year-old kids bloomber - targetfashion and home décor private brand Circo. Beyond Circo the brand will also replace the licensed brand Cherokee in children’s fashion.The move is so strategically significant that it is featured in a Bloomberg story about the retailer Target’s Future Will Be Decided by Kids

While creating the line, Target asked children of all ages (and parents) to weigh in on everything from legging prints and t-shirt slogans to fabric choices and more. The retailer even invited a group of them to Target headquarters in Minneapolis to play buyer for a day, where they provided feedback on which pieces they loved and how we could make the collection even better.

The result? Nearly 2,000 A+-worthy wardrobe staples and seasonal pieces that are durable enough for the playground and stylish enough for school picture day. Cat & Jack includes sizes 4-18 and 2T-5T, and Baby Cat & Jack includes sizes 0-24M, offering families one high-quality, affordable brand that they can shop together as kids grow.  Within its first fiscal year alone, Cat & Jack is expected to bring in more than $1 billion in sales.

Target - Cat & Jack-TGLook5-600x980The collection also comes equipped with a few special features, based on what youngsters (and their parents) shared about what’s most important to them.Target - Cat & Jack-DurabilityBB-pairv3-Boy-600x980

  • About 20 pieces within the Baby Cat & Jack layette collection are made from Global Organic Textile Standard (GOTS)-certified organic cotton and safe dyes – who wouldn’t want to snuggle up to that eco-goodness?
  • The uniform pants and leggings are all made with trademarked Touch Cotton that actually gets stronger as it’s washed.
  • All Cat & Jack pocket bags, girls’ denim and swimwear is constructed from a recycled polyester called Repreve.

Target - Cat & Jack-BGLook1-600x980Real kids also are helping Target launch Cat & Jack this back-to-school season by appearing in the brands look book and on signing within the kids’ area of our stores.

Target - Cat & Jack-BGBillboard-0505-600x980Cat & Jack uniforms are available now on and in stores. Cat & Jack will be available on and in stores by July 17, and Baby Cat & Jack will be available on starting Aug. 7 and in stores by Aug. 14. Prices range from $4.50 to $39.99, with most items under $19.99.

SOURCEA Bullseye View
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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.