Levi's first home collection deepens Target relationship
Jeans maker Levi Strauss & Co. is deepening its partnership with Target Corp. by launching its first-ever home collection at the discount chain
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Jeans maker Levi Strauss & Co. is deepening its partnership with Target Corp. by launching its first-ever home collection at the discount chain.
Levi's limited time only 100-item collection of denim-inspired tableware, quilts, pillows and other items will be launched on Target's website and most Target stores on Feb. 28.
Target started selling Levi's Denizen low-price brand in 2011 and then began carrying its premium Red Tab brand in 2019. It will be expanding the Red Tab brand to 500 stores by fall of this year. The move is yet another blow to department stores which have been struggling even more during the pandemic.
Target CEO Brian Cornell and Levi's CEO Chip Bergh told The Associated Press they believe the Levi products, which also include some clothing, will be collectors' items.
For Target, it's the latest strategic partnership with a major brand and comes as Target extends its strong sales streak through the pandemic. The Minneapolis-based discounter signed a deal late last year with beauty chain Ulta to open more than 100 beauty shops by middle of this year. In 2019, it forged a partnership with Disney & Co to open Disney-branded shops at its stores. Cornell said that strategic partnerships “have been key to Target’s success" and has set it apart from rivals.
For San Francisco-based Levi, the collaboration reflects how the company has been diversifying its label away from department stores and focusing on retailers that drive customer traffic. Bergh said that the expansion with Target has helped the brand reach a broader customer base, but he cautions that the jeans maker has no intention of going into the home business in a permanent way.
“This is unexpected Levi’s stuff that they are going to find inside Target, and it’s going to surprise and delight them," Bergh said.
_______
Follow Anne D’Innocenzio: http://twitter.com/ADInnocenzio