5 Things To Know About Target’s New Brands Before They Launch

At the Financial Community Meeting in February Target announced their plan to roll out 12 new private brands across their signature categories through next year.

Four of those new brands will begin arriving as early as August 27th.

As a lead up the launch the official Target blog “A Bullseye View” is previewing several of the brands including the apparel and accessories from A New Day, Goodfellow & Co and JoyLab and home décor from Project 62. If you look closely in store a few pieces may already have hit shelves.

A New Day, our versatile mix-and-match women’s brand, and Goodfellow & Co, our modern-meets-classic men’s brand, officially launch August 27

Project 62, our modern home décor brand debuts September 19

JoyLab, our street-fashion-inspired activewear brand, is coming October 1

A Bullseye View tells us more:

What’s in a name?
Quite a lot! Each of our new brands has a backstory. For example, Project 62 is a special nod to our roots—we opened our very first Target store in 1962. Plus, ‘62 also marked the height of the mid-century modern design movement, making it the perfect moniker for our exclusive line of home accessories, furniture, lighting, bedding, bath and entertaining pieces.

Fantastic fashion, fast—with much more to come
If you’ve always loved Tar-zhay for style, quality and value, you’re really going to love how we’re moving fast to bring you the latest styles. PillowfortCat & JackArt Class and Cloud Island have all been big hits over the past year. And now, by combining the best research and insights with our extensive industry expertise and design prowess, we’re creating even more new brands just for you—and in record time. Over the next 18 months, you’ll find 12+ new brands to love, only at Target.

Quality control
No corner-cutting here! We’ve worked tirelessly to make sure every piece is just right. Take our side-zip skinny ankle pant from A New Day, for example.

Each pair is crafted with a special fabric that stretches both vertically and horizontally and a higher, hold-you-in rise to flatter every figure—and keep you feeling comfortable all day long. We’ve reinforced the seams, too, so these pants are super-durable. And because finding the perfect length to pair with flats, heels and booties is tricky, we’ve used a versatile ankle-cut length. You’ll find the same attention to detail and focus on quality in every piece within all of our new brands.

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Christopher Durham
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.