Target and Levi’s Craft New Retail Push

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Target and Levi’s Craft New Retail Push

By Thad Rueter - 01/27/2021
Target and Levi’s Craft New Retail Push
The new Levi's for Target limited-edition collection launches Feb. 28.

Target is launching a limited-edition collection with Levi Strauss & Co. — the first time the iconic apparel brand has partnered on home and lifestyle items, and with a product assortment designed to be pandemic-friendly. 

The Levi's for Target limited-edition Home collection builds on the decade-long partnership between the two iconic companies. It began with the introduction of the Denizen from Levi's value denim brand, and expanded in 2019 with the introduction of Levi's Red Tab brand at Target. As part of the Red Tab expansion, Target is rolling out curated in-store displays to be set in 500 stores by Fall 2021.  

The new Levi's for Target limited-edition collection launches Feb. 28. Available at Target.com and in most Target stores, the collection features what the companies described as thoughtfully-designed, durable pieces meant to inspire a more sustainable home and life, according to the two companies.

The product assortment features such items as tableware, quilts, pillows and more. The assortment is designed with the pandemic in mind, allowing shoppers to feel cozy and comfortable during a period when they are spending more time at home than ever before. In addition to home, the collection includes the Levi's trucker jacket and sleepwear, along with pet apparel and accessories.

"Strategic partnerships like our work with Levi's have long been a key part of Target's success, allowing us to offer our guests the very best national brands alongside our incredible assortment of owned brands," said Jill Sando, chief merchandising officer, Target. "Through this partnership, we're able to offer a collection of items guests can't find anywhere else, with pieces that exemplify the values and design prowess of both the Target and Levi's brands." 

"We're thrilled to be introducing our one-of-a-kind home collection with Target," said Karyn Hillman, chief product officer, Levi's. "We immediately connected on our mutual passion for purposeful and timeless design, with sustainability and quality at the core of everything we do. We dialed up the best elements of our two iconic brands and discovered fresh new ways to create truly unique products to be enjoyed for years to come."

Sustainability is also part of this new retail push. For example, items within the collection feature recycled glass, Fair Trade USA, GoodWeave and FSC Wood certifications.

Levi's for Target includes more than 100 items and ranges in price from $3-$150, with most items under $25.

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