Target to Exit C9 and Launch new portfolio of performance brands

HanesBrands announced in a conference call this week that its long-running partnership with Target C9 would not move forward. The line of private brand athletic wear was launched in 2004. It accounted for about $380 million in sales for HanesBrands last year. The brand will continue on Target shelves through July 2020.

The move comes as the Minneapolis-based retailer launched over a dozen of the private brands in the last year. Including the fashion-focused women’s athleisure brand, JoyLab.

“Target is known for providing our guests with incredible products at a tremendous value,” the company said in an email statement. “Over the last year alone, we’ve introduced more than a dozen new brands — spanning multiple categories across our assortment — that have delighted guests of all ages.”

“Looking ahead, our guests can continue to count on Target when shopping for activewear and sporting goods, and we look forward to sharing more information about the addition soon.”

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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.