A year since launch, Target says its new activewear brand made $1B in sales

All in Motion launched last January.
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A year since its launch, Target says its new in-house activewear brand All in Motion has made more than $1 billion in sales.

The retailer has seen its business boom during the pandemic, benefiting from being an "essential" retailer and seeing huge increases in online orders for delivery and curbside pickup.

It has also seen a boom in outdoor activities as people spent less time doing indoor activities due to the great potential of COVID spread. All in Motion was brought in at seemingly the perfect time, replacing the long-running C9 by Champion line.

On Monday, Target said that since its launch, All in Motion has become a "billion-dollar brand," with its activewear and loungewear products making huge sales in its first 12 months on the racks.

Also proving popular is the All in Motion exercise equipment, with Target noting it has sold 21,000 pounds of hand weights and kettlebells, and more than 7 million square feet of yoga mats.

Now comprising more than 700 products, it becomes the 10th Target-owned brand to generate more than $1 billion in sales.

Target's chief merchandising officer Jill Sando says the brand stood out because it's significantly cheaper than higher-end brands.

"Our owned brands are truly a differentiator for Target, and in its first year, All in Motion stood out in the marketplace, providing guests incredible activewear and sporting goods for whatever their daily lives bring — at an only-at-Target value,” she said.

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