Target Corp. is making a big push into the high-margin market for lingerie and sleepwear, launching three house brands that expressly avoid in its marketing the airbrushed, emaciated and busty models that have long defined the segment.
In creating its new line of bras, panties, sleepwear and loungewear, the retailer said Monday it wants to "speak to all women in the market and not just a particular size range or a particular aesthetic range."
Target's three new brands — Auden, Colsie and Stars Above — will replace its Gilligan & O'Malley line, which didn't offer as many choices for plus-sized women.
The lingerie market in the U.S. is a small-but-lucrative slice of women's retail. It accounts for 4 percent of overall sales but is worth $12 billion, according to Edited, an industry retail research firm.
Target's play to create splashy in-store displays takes direct aim at market stalwart Victoria's Secret, whose fortunes have been sagging in part because consumer tastes have moved away from the push-up bras that made it famous.
All of Target's bras will be priced under $22.
Sales of lingerie have been growing for the past four years.
American Eagle's Aerie, which sells lingerie aimed at teens and millennials, is on a path to become a $1 billion brand in the next few years, with a more on-trend assortment of items as well as a strong social media strategy appealing to regular women. And online-only retailers such as Third Love and Amazon.com's private label, Mae, have focused on comfort, ease of shopping and strong online communities.
