Target Expands Auden Apparel Collection
Target has given its proprietary Auden apparel brand a refresh, expanding the assortment to include more than 100 new sleepwear items that join the line’s selection of bras and bralettes, underwear, and bodysuits
Additionally, the retailer is also debuting its Auden Luxury Collection — an expanded line of elevated intimates crafted with innovative fabrics like “Luxe Stretch,” for smooth and soft everyday wear. All items are priced at less than $40.
“After speaking with thousands of women, we saw an opportunity to provide a wider range of quality, on-trend intimates, and sleepwear products at affordable price points for life’s many moments,” said Jill Sando, Target’s executive vice president and chief merchandising officer of apparel and accessories, home and hardlines. “With the new Auden, we’re delivering just that with more than 600 items all under $40 in one cohesive brand – making it even easier for consumers to shop.”
Target officials said the Auden collection was updated in response to consumers telling the retailer they were looking for a wider range of versatile, stylish offerings to support their daily lives at affordable prices. Most products in the line are Oeko-Tex certified; independently tested and certified against a list of more than 350 harmful chemicals.
Auden was launched by Target in 2019, along with two other private label lingerie brands; Stars Above and Colsie. The three brands included approximately 200 bras priced at less than $22 and served to replace the retailer’s Gilligan & O’Malley brand of lingerie and sleepwear.
Explore the new Auden collection in stores and on Target.com starting July 7.
