New Brand, Old Brand, Private Brand, National Brand


This week Target Department Stores added two private brands, and exited one exclusive national brand.

On August 3rd, 2018, Target launched “Wild Fable” and “Original Use,” while announcing that the company will be ending its fourteen year deal with Hanesbrands, Inc. for Champion “C9” at the end of next year. 

“We’ve been on a journey to reimagine our portfolio of owned and exclusive brands for more than a year now, and we’ve built a ton of momentum with guests of all ages,” says Mark Tritton, EVP and chief merchandising officer, Target. “We’re thrilled to add Wild Fable and Original Use to our mix, giving our younger guests relevant, inspiring products they’ll only find at Target.”

Wild Fable: This trendy line of young women’s apparel, accessories and shoes are meant to mix, match and make your own.”  

Original Use: We’re empowering young men to experiment with and refine their personal style with this street-meets-vintage-modern brand.”

Both collections will sell at prices ranging from $10 to $40. 

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