Target’s Activewear Brand Makes $1B in Sales

All in Motion, Target’s activewear line, has made $1 billion in sales annually.

The brand is one of ten at the big-box retailer to have reached this milestone in sales.

It was roughly a year ago that the company had launched is own line of workout clothes as well as exercise equipment. With more people staying at home because of COVID-19, sales have flourished.

“We like to joke about this internally that it’s become our guests’ favorite work wear, not just workout wear,” said Jill Sando, Target’s chief merchandising officer for style and owned brands.

She added, “I think that All in Motion provided comfort and value at a time when our guests needed it most.”

Target has gained market share in the activewear or sportswear industry by offering comfortable and affordable options that can be 75% cheaper than high-end brands according to Sando.

“The performance is on par with what you would find in a premium brand, and it is affordable for our guests in a time when money matters,” she said.

The line includes sports bras, yoga mats, and hand weights.

Target has launched more than 30 private-label brands in clothing, home and other categories in the last five years.

Four of these brands hit $2 billion or more in sales last year including kids apparel brand Cat & Jack; Good & Gather, a food and beverage line; Up & Up, a personal care and household essentials brand; and the company’s home decor brand Threshold.

During its third fiscal quarter, Target’s apparel sales grew by nearly 10%,
Shares of Target are up 63% over the past year, as of Friday’s close.

Disclaimer: We have no position in any of the companies mentioned and have not been compensated for this article.