Target Is Launching New Brands—Get a Sneak Peek

They’re set to launch this fall.

You’re probably familiar with Target’s brands for home, apparel, and kids, like Threshold, Cat & Jack, and Pillowfort—and now, there’s even more to look forward to on your next shopping trip. The retailer just announced that it is launching 12 new brands over the next two years, and the first four will debut this fall.

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The new lines include A New Day, a versatile women’s brand with classic pieces that will take you from “weekend to work to dinner date,” debuting in September. Next is Goodfellow & Co., a “modern-meets-classic line of men’s clothing, accessories, and shoes,” which launches in September. JoyLab, an activewear line that is “fitness-meets-fashion-and-function” will be available in October. And finally, Project 62, which will hit stores and Target.com in September, is a modern home brand.

“Our new brands are all about the changing face of our guests—what they need, what they’re looking for from Target,” Mark Tritton, Target’s executive vice president and chief merchandising offer said in a press release. “When we took a close look at our existing assortment with this in mind, we saw a disconnect. We knew we’d need to refresh our offerings—and define new ones—so our guests continue to love what they’re discovering at Target and want to keep coming back, again and again.”

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According to the The Wall Street Journal, the retailer will be retiring longtime brands Merona and Mossimo to revamp and refresh the store offerings. These new lines were created to feel like they were tailor-made for the customers—and it’s all part of the changes the retailer is making to meet guests’ changing needs by reimagining stores, continuing to enhance its digital experience, and investing in its business.

Get a sneak peek at the brands below.

a new day and project 62
joy lab and goodfellow