Target Looks To Build Off Cat & Jack Success At Hudson's Bay

In the two months since news that Target’s Cat & Jack kids' apparel line was hitting the stores of Hudson’s Bay, the early results have been positive, according to officials with the Minneapolis-based retailer.

Since launching with the Canadian retailer, customers have been buying more kids’ apparel each shopping trip with a 15% increase in basket size, Target officials said. Shoppers at Hudson’s Bay and its website, TheBay.com, have access to some 1,400 Cat & Jack apparel items, with most products priced at less than $20 Canadian. 

“It’s been so exciting to see the way Canadian consumers have responded to the exceptional value Cat & Jack offers,” said Christina Hennington, chief growth officer at Target. “That combination of amazing design, high quality, and great prices sets Target’s owned brands apart, and we’re pleased to extend these brands to more consumers outside of our home market.”

Given the strong response, the Cat & Jack assortment is expanding north of the border to include swim, outerwear, and shoes.

“In everything we do, our focus is always customer-first,” says Liz Rodbell, president and CEO of Hudson’s Bay. “Now more than ever families are looking for quality, value, and sustainability when shopping for their children. And when kids get dressed they want to be comfortable, be active, and have fun in their clothes. Cat & Jack delivers on all fronts.”

The Cat & Jack line has been highly successful at Target with the retailer selling more than eight items for every child under the age of 12 in the U.S. In a 2022 interview with Store Brands, Jill Sando, executive vice president and chief merchandising officer of apparel & accessories, home, and hardlines at Target, chose Cat & Jack as one of the retailer’s standout private brands. 

“Cat & Jack is one of our first owned brands when we set out to reimagine our assortment several years ago, and it’s been incredibly successful,” she said. “It was built on core values and created with a distinct personality.”

With Target now seeing success as a product supplier to another retailer, what’s next for the retailer’s wholesale business? In the near term, Target officials said they will continue its expansion with Hudson’s Bay and explore opportunities in new markets with retail partners to bring its brands to more consumers. 

Target’s own brands account for some $30 billion in sales each year, and 10 of those proprietary brands each generate more than $1 billion annually. Named by Store Brands as a 2024 Retailer To Watch, Target has continued to grow its existing private brands and has also launched new store brands. 

Among the more notable brand launches and expansions from the retailer include:

• dealworthy – The new brand is designed to give consumers great value on nearly 400 everyday basics across apparel and accessories, beauty and essentials, electronics, and home, starting under $1 with most items under $10.
• up&up – Target relaunched its largest and most expansive essentials brand with new formulations, branding, and packaging, plus hundreds of new everyday items in personal care, health, pet care, storage, and more to round out the essentials assortment.
• Gigglescape – The new toy brand sparks joy and imagination for kids and parents with an assortment of plush, books, toys, games, and more rolling out in 2024 and beyond. 

Additionally, Target in September of 2023 launched Figmint, a 250-item kitchenware assortment that includes enameled cookware, ceramic mixing bowls, acacia wood cutting boards, and other items. Prices start at $3 and more than half the assortment is priced at less than $10.