Target to launch women's denim brand Universal Thread

By

Cassidy Mantor

Published
Jan 9, 2018

Target is adding to its private-label brand portfolio with the launch of Universal Thread, an affordable women's denim lifestyle brand offering tops, dresses, accessories and shoes.

According to Target's EVP and Chief Merchandising Officer Mark Tritton, Universal Thread is grounded in denim. "Denim is part of every woman's wardrobe," he explained in a release.

He said Target has taken its key lessons from other private brands it launched last year and is aiming to fill gaps in the affordable denim lifestyle marketplace. Universal Thread is priced 10% lower than competitor denim currently being sold in store but, according to the company, does not sacrifice quality.

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Another key lesson Target is building on is offering extended sizing. Tritton said Universal Thread will be offered in sizes 00 through 26W, after Target has seen positive consumer response to the availability of a wider range of sizes.

As a denim brand, there is a heavy focus on fit as well. Different silhouettes, lengths, rises and sizes will help the brand have broad appeal to the consumer.

Tritton said, "This brand is all about ideas and outfits, not just items," going on to state that the footwear and accessories will help customers tell their full fashion story.

Universal Thread is the first private brand Target has launched in 2018. The retailer announced last year that it planned to roll out 12 private-label brands to better serve its consumer segments.

Previously launched brands include men's label Goodfellow & Co., women's brand A New Day, and Hearth & Hand with Magnolia, a home line by Chip and Joanna Gaines.

Universal Thread will become available at all Target stores and online starting early February. Items are priced from $5 to just under $40.