Target joins Levi’s for exclusive household items and more

Target will launch a collection of household products, pet accessories, clothing and other items inspired by jeans in limited time with Levi Strauss & Co., as it seems to take advantage of its sales momentum during the pandemic of coronavirus.

The new line of more than 100 items will be available at most major box retail stores and online starting Feb. 28. They range from glass glasses for $ 3 each to a bar cart for $ 150, but most items are less than $ 25.

For Levi’s, the expanded partnership is a way to strengthen ties with a thriving retailer, as garment sales are declining and its department store partners have lost ground during the pandemic. Target, on the other hand, has attracted new customers and gained more from its business while keeping its doors open as an essential retailer. Their online offerings, such as sidewalk pickup, have also experienced significant growth.

Target shares have risen 64% over the past year, bringing their market value to $ 93.93 million. The company also reported a strong holiday season, with comparable sales rising 17.2% and e-commerce sales doubling in November and December.

These gains have posed another type of challenge for the large box retailer. It faces difficult sales comparisons over the next year and investors may wonder if its growth rate has peaked.

For Target, the limited time collection is part of his playbook. He has long used exclusive products to drive sales and create buzz. She has collaborated with other esteemed fashion brands, including Hunter and Lilly Pulitzer. He has also launched his own brands that are followed by his followers. These include Cat & Jack, a children’s clothing brand, and Hearth & Hand, a household goods brand created with the Magnolia company of Chip and Joanna Gaines.

Limited edition collections typically attract crowds to stores. This time, Target encourages more shopping on your website. Target CEO Brian Cornell said employees will make sure customers can socially distance themselves from stores, including measuring the number inside, if necessary.

The Levi’s collection is based on a growing relationship between companies. Target has been selling the value brand, Denizen by Levi’s, for about a decade. About three years ago, Cornell turned to Levi CEO Chip Bergh to add Red Tab, his signature label, to Target. The retailer had discovered that the brand, which is typically found in mall-based stores like Macy’s, was the most popular request from Target shoppers.

In 2019, Target announced some of its stores and its website would begin using Red Tab. In the fall of 2021, Target plans to sell the Red Tab label to 500 of its nearly 1,900 locations. The selected store screens look like a “store to store”.

Target has also worked with other companies to create destinations in their stores. It has Disney stores in 53 stores. Starting in the second half of this year, it will open Ulta Beauty stores in hundreds of them with a select selection of products and employees trained as makeup and skin care consultants.

Companies began working on the collection before the pandemic, but many items, such as blanket sheets, sleepwear, an apron, and a denim puppy dress, match the way northerners live. Americans while they cook, relax, and spend more time at home. with four-legged family members.

“It’s about marrying a lot of the trends that have happened during the pandemic, but that’s more of a coincidence than anything else,” Bergh said.

It also has more articles designed with sustainability in mind than any of Target’s other collaborations, with materials such as durable fabrics and recycled glass.

The two CEOs said they had their eyes set on a favorite item in the collection: a Sherpa bed inspired by jeans they plan to buy for their dogs.

“I’m going to be on Target.com by the time this drops,” Bergh said.