In case you're counting, this is No. 11.
Target, which began a two-year effort last year to refresh its brand portfolio with more than a dozen brands, just unveiled its latest new brand, Universal Thread, a denim-focused women's apparel brand that will replace Mossimo.
"This is the largest brand we'll launch in 2018 in terms of sales volume and size," said Jessica Carlson, a Target spokeswoman, adding that the retailer will launch several more brands this year.
Universal Thread, she said, will be roughly comparable in size to A New Day, the other major women's apparel brand Target rolled out last year that more or less replaced Merona. Merona and Mossimo were both private-label billion-dollar brands for Target.
While Target may still add other new women's apparel brands, Carlson said A New Day and Universal Thread will be the largest offerings in that department.
Universal Thread, priced at between $5 to $40, will include apparel (jeans, tops, dresses), shoes and accessories and will hit stores and Target.com next month.
While the meteoric popularity of athleisure has cut into the denim market in recent years, Target says jeans are making a comeback as women now look to diversify their wardrobes beyond leggings.
"As we've seen a stabilization in the athleisure market, people are coming back and saying I need to refresh my denim," said Carlson. "So we are seeing an uptick in the denim market."
