Target to Launch Three Intimate & Sleepwear Private Brands

Over the last few years, Target has redefined its private brand portfolio in dramatic ways across much of the store. But Fashion and Home Decor have seen the most radical change with numerous new brands redefining what it means to be a private brand.
The new brands have also included a renewed commitment to inclusivity. A New Day and Universal Thread feature a full range of sizes, 00 to 26W or XS to 4X. The new swimwear private brand Kona Sol debuted without photoshopping its models. This spring, the bog box fashion titan is adding three more brands to its private brand portfolio.

  • Auden is an expansive line of bras and panties available in sizes 32AA to 46G.
  • Stars Above is a 125-piece collection of sleepwear and loungewear with sizes from XS to 4X.
  • Colsie is a trend-forward collection of loungewear and intimates, in sizes XS to 3X, which targets Gen-Z crowd.
Jill Sando, Senior Vice President, General Merchandise Manager, Apparel and Accessories and Home at Target

“Our team met with hundreds of women—ages 16-54 and of all body shapes and sizes—to have real conversations about their intimates: what’s working, what’s not and what can we do better,” Jill Sando, Senior Vice President, General Merchandise Manager, Apparel and Accessories and Home at Target told Glamour magazine. “One thing they all had in common was the fact that finding the perfect bra is a struggle. They want more from their bra—they want to love it! With Auden in particular, we conducted bra fittings with hundreds of women to help us refine and inform the final assortment.”

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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.