Target Makes Changes to Private Label Brands

Target Corp. is making some changes to the brands it sells. The retailer is beginning to phase out both the Merona and Mossimo clothing lines and, at the same time, introducing four new brands that can’t be found on competing online stores:

• Goodfellow & Co.: Menswear line, replacing Mossimo
• A New Day: the new “modern mix and match” women’s clothing line, replacing Merona
• Project 62: Modern style furniture and houseware
• JoyLab: Fashionable athleisure brand

“When we took a close look at our existing assortment with this in mind, we saw a disconnect,” said Mark Tritton, Target’s executive vice president and chief merchandising officer. “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.”

Last summer, Target replaced its Cherokee and Circo brand with Cat & Jack. This turned out to be a very successful swap — first-year sales of Cat & Jack merchandise are set to top $1 billion.