Target's line of activewear and workout equipment launched about a year ago under the name All in Motion. That brand has since raked in $1 billion in sales. And it wasn't alone. Ten Target brands brought in sales of $1 billion or more in fiscal 2020.
In the space of five years, Target has launched more than thirty private label brands in categories ranging from apparel to food and beverage. The diversity of these brands, along with the variety of the retailer's partnerships, leads some analysts to call Target the "new mall." The test will come when the coronavirus is contained and shoppers have the option to lose their pandemic shopping habits.
In the case of activewear brand All in Motion, it seems Target was even more than usually in the right space at the right time.
Target launched its own line of workout clothes and exercise equipment about a year ago. Two months later, the pandemic turned much of the country into stretchy pants-wearing remote workers who converted garages into home gyms and cut back on shopping trips.