Target is launching a new kid's clothing line – that's designed by kids.
In a news release, Target explained it created the new line, called Cat & Jack, by consulting with kids of all ages (as well as their parents) to hear about fabric choices, styles and more.
It resulted in over 2,000 wardrobe pieces that they said are "durable enough for the playground and stylish enough for school picture day."
Some of the Cat & Jack pieces are made from Global Organic Textile Standard (GOTS)-certified organic cotton and safe dyes. And all of the pocket bags, girls' denim and swimwear is made from recycled polyester.
It's the largest-ever children's clothing line at the Minneapolis-based retailer, and will replace Circo and Cherokee in stores by July 17.
Children's clothing is a huge market – $30 billion in the U.S. – which grew 1.8 percent last year, according to Euromonitor International.
Target wants to capture more of that market, and they might get their wish. Within its first fiscal year alone, Cat & Jack is expected to bring in more than $1 billion in sales, Bloomberg reports.
A needed revitalization
A Bloomberg Businessweek story this week highlighted both Target's revitalization as well as their need for some updated products and business ventures.
After a credit card hacking scandal in December of 2013, sales plummeted for the Minneapolis-based retailer, costing the company over $200 million. An expensive opening of Targets in Canada also failed and the company eventually cut their losses and left, resulting in over 1,700 layoffs.
Changes are already working down the pike.
CEO Brian Cornell said Target will spend up to $2.5 billion in its technology and supply chain divisions in 2017 in order to keep shelves full, online orders fulfilled, and to make it easier for customers to order and pick up goods, the Washington Post reported.
It’s an increase on the $1.4 billion it spent last year in the same departments. Target is looking to transform its logistics operations so online purchases arrive at customers’ homes sooner without depriving stock in stores.
The company also struck a deal with CVS, which is replacing the former Target clinics and pharmacies in stores.
And the changes look like they are working.
The retailer said its style, wellness, baby and kids sections all grew three times faster than the company average during the final months of 2015, and according to Fortune magazine "crushed" Walmart's holiday sales last December.