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.”