For Target, store brands equal sustained success

Minneapolis-basedTarget is hoping it can keep differentiating itself from Amazon and other retailers by amassing a huge array of popular private brands.

The newest owned brand that’s making waves at Target is Kona Sol swimwear, a size-inclusive collection (available in XS to XXL, with select styles in 14W to 26W). It’s the latest in a line of at least 20 new, only-at-Target brands the company has been introducing since January 2017.

“We know the search for the perfect swimsuit can be daunting. Our goal is to make shopping for swimwear fun, easy and inspiring,” says Mark Tritton, executive vice president and chief merchandising officer, Target. “We created Kona Sol to complement our already incredible assortment of on-trend swimwear, giving women a full range of size and style options, all at an incredible value.”

Target’s aggressive store brand strategy seems to be paying off, as the retailer reported that same-store sales grew 5.7 percent annually in the November-December period — a strong acceleration compared with 2017's 3.4 percent growth. The retailer's digital sales also saw robust growth: 29 percent increase year-over-year in that period.

In October Target launched another private brand, Smartly, for consumer staples priced mostly at $2 or less.

Target’s new Kona Sol line, now available in all Target stores and online at Target.com, features modern, classically cut bathing suits designed for women of every age. 

As the No. 1 market share holder in women’s swim (since 2015), Target says it is differentiating itself even further in swimwear by making a stated commitment to advance the conversation around body positivity and inclusivity. The company is launching a promotional campaign for the new line featuring a diverse group of women, including a variety of shapes and sizes.

Kona Sol swimwear ranges in price from $17.99-$39.99, with individual pieces sold separately.