Target rolling out several new private brands this fall

Target Corp. will introduce four new private brands this fall in the home décor and apparel realms, the Minneapolis-based chain announced July 1 through its website and an article in The Wall Street Journal:

• Project 62 — A modern home brand designed for everyday life — September debut.

• A New Day — A mix-and-match women’s brand — September debut.

• Goodfellow & Co. — A “modern-meets-classic” line of men’s clothing, accessories and shoes — September debut.

• Joy Lab — An activewear line designed with “a little edgier, street-fashion vibe” — October debut.

“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, on the retailer’s website. “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.”

The success of Target’s Cat & Jack children’s clothing brand, launched approximately a year ago, helped inspire the company to develop new adult-focused brands, he said.