Target’s All in Motion celebrates one year, $1B

Dan Ochwat
Executive Editor
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In its first year, Target’s All in Motion has joined the billion-dollar own brand club.

The retailer celebrated the anniversary of its activewear line in a blog post, saying it generated more than $1 billion in sales, becoming Target’s 10th billion-dollar brand. Good & Gather hit that mark in its first year as well, a nice little streak for the mass merchant.

Jill Sando, executive vice president and chief merchandising officer of style and owned brands at Target said All in Motion stood out in the marketplace for the way it meets exactly what consumers need in activewear and sporting goods at an “only-at-Target value,” while delivering on its commitment toward inclusivity, quality and sustainability.

“Our owned brands are truly a differentiator for Target,” she said. “We’re proud that our brands are meeting guests’ evolving needs and sparking moments of daily comfort and joy for the entire family when they need it most.” 

All in Motion expanded in January, based on feedback from customers, launching the “seamless activewear” collection under All in Motion. The retailer said consumers requested a line that added more comfort through soft fabrics and versatility in workouts.

In total, All in Motion has more than 700 items in the collection. 

From its beginning, Target said All in Motion was developed via its in-house design team, leveraging intel from thousands of guests to finesse All in Motion’s details. Using sustainably sourced materials and offering a range of inclusive sizes (XS-4X for women, S-3X for men and XS-XXL for kids) were top of the list. The products include leggings, sports bras, yoga mats and more.

For some fun facts, Target said during the year, 21 million pounds of hand weights and kettlebells were sold — enough steel to build a second Eiffel Tower, and 7 million sq. ft. of yoga mats were sold — enough to cover 122 football fields.