Amid Work From Home Shift, Target’s Activewear Brand Hits $1 Billion In Sales

Target’s “All in Motion” line of workout clothes and exercise equipment, launched just last year, has struck pay dirt during the pandemic. All in Motion — which includes everything from sports bras to hand weights to yoga mats — has become “a billion-dollar brand.”

The “activewear” brand took off “as families started spending more time at home than ever before,” Target said in a Monday (Feb. 8) press release marking the brand’s first anniversary. “Activewear and loungewear became go-to’s. (Hello, leggings every day.)”

All in Motion has now reached $1 billion in sales, the company said. It is one of 10 Target brands that generated $1 billion or more in sales in fiscal 2020.

“Our owned brands are truly a differentiator for Target, and in its first year, All in Motion stood out in the marketplace,” said Jill Sando, Target executive vice president and chief merchandising officer for style and owned brands. She said the company is proud that its in-house brands were meeting customers’ “evolving needs.”

CNBC reported, “Over the past five years, Target has launched more than 30 private-label brands in clothing, home and other categories to try to differentiate itself from competitors and boost profitability.” Four of these in-house brands achieved $2 billion or more in sales last year. They are: Cat & Jack, a kids’ apparel brand; Good & Gather, a food and beverage line; Up & Up, a personal care and household goods brand; and Threshold, a home-decor brand.

Target has even gained market share during the pandemic.

In its fight with retail powerhouses Amazon and Walmart, Target has done well. For example, the company saw a 20 percent jump in brick-and-mortar sales during its third quarter, while its eCommerce revenues soared 155 percent.

During the 2020 holiday shopping season, Target crushed eCommerce and even reported decent in-store sales volume. In contrast, retailers like Nordstrom and Urban Outfitters had weak in-store traffic — that even good online volume couldn’t overcome.