Target Corp. is overhauling its store brands, discontinuing several popular clothing brands and rolling out new brands across store sections.
The Minneapolis-based retailer is looking to bump up sales by introducing new brands that can’t be found on competing online stores, according to a report from The Wall Street Journal. Target will phase out both the Merona and Mossimo clothing lines.
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New brands coming to the store include:
- 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
“Our new brands are all about the changing face of our guests—what they need, what they’re looking for from Target,” said Mark Tritton, Target’s executive vice president and chief merchandising officer in a Q&A. “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.”