Target is planning on introducing a new active apparel brand, JoyLab, this fall.
“The athleisure-inspired JoyLab, for shoppers going from “crunches to brunches,” will be marketed as a fashion brand, while the existing C9 Champion line is positioned to emphasize performance,” according to a report in the Wall Street Journal. The WSJ first reported the news.
The retailer is also introducing A New Day, a women’s brand; Goodfellow & Co., covering men’s clothing, accessories and shoes; and the Project 62 modern home brand. Target earlier this year added the Cat & Jack children’s apparel line and the Cloud Island home decor collection. The women’s Merona apparel line and men’s Mossimo lines are being phased out.
