Target teams up with Levi’s for exclusive collection of home goods and more

Levi’s will accumulate a restricted time series at Aim, which comprises over 100 dwelling items, apparel and varied objects.


Aim will birth a restricted-time series of dwelling items, pet gear, apparel and varied denim-inspired objects with Levi Strauss & Co. because it looks to be to dangle on its sales momentum one day of the coronavirus pandemic.

The new line of greater than 100 objects shall be readily available in most of the mountainous-field retailer’s stores and online initiating Feb. 28. They vary from glass tumblers for $3 every to a bar cart for $150, but most objects are beneath $25.

For Levi’s, the expanded partnership is a technique to enhance ties with a thriving retailer as apparel sales are down and its division retailer companions accumulate lost ground one day of the pandemic. Aim, on the more than a number of hand, has attracted new prospects and received extra of their industrial whereas or not it’s saved doors inaugurate as a a have to accumulate retailer. Its online choices, comparable to curbside pickup, accumulate viewed fundamental boost, too.

Aim’s shares accumulate risen 64% over the past 365 days, bringing its market worth to $93.93 billion. The corporate also reported a solid vacation season, with similar sales jumping 17.2% and e-commerce sales greater than doubling in November and December.

Those beneficial properties accumulate teed up a certain roughly grief for the mountainous-field retailer. It faces tricky sales comparisons within the 365 days ahead and customers can also inquire of if its slide of boost has peaked.

For Aim, the restricted-time series is half of its playbook. It has lengthy weak irregular products to drive sales and procure buzz. It has collaborated with varied appreciated vogue brands, at the side of Hunter and Lilly Pulitzer. It has also launched its non-public brands which accumulate a fan following. Those consist of Cat & Jack, a children’ apparel value, and Fireplace & Hand, a dwelling items value created with Chip and Joanna Gaines’ company Magnolia.

Customarily, the restricted-edition collections draw crowds to stores. This time spherical, Aim is encouraging extra browsing to happen on its web residing. Aim CEO Brian Cornell mentioned workers will procure certain that prospects can socially distance at stores, at the side of metering the number internal if wanted.

The Levi’s series builds on a rising relationship between the companies. Aim has equipped Levi’s worth value of jeans, Denizen, for a number of decade. About three years within the past, Cornell approached Levi’s CEO Chip Bergh about adding Crimson Tab, its signature mark, to Aim. The retailer had stumbled on the value — generally stumbled on in mall-primarily based stores like Macy’s — changed into as soon as Aim customers’ most smartly-appreciated inquire of.

In 2019, Aim announced some of its stores and its web residing would open carrying Crimson Tab. By tumble 2021, Aim plans to promote the Crimson Tab mark at 500 of its practically 1,900 areas. The curated retailer shows resemble a “shop in shop.”

Aim is adding Levi’s Crimson Tab mark to extra of its stores. Within the stores, Levi’s has a exhibit that resembles a store.


Aim has worked with varied companies to procure destinations within its stores, too. It has Disney retailers in 53 stores. Starting within the 2nd half of this 365 days, this can also inaugurate Ulta Beauty retailers internal of hundreds of them with a curated series of products and workers educated as make-up and pores and skin-care advisors.

The companies began working on the series earlier than the pandemic, but many objects — comparable to throw blankets, sleepwear, an apron and a denim doggie outfit — match the fashion that Americans live now as they put together dinner, lounge spherical and employ beyond regular time at dwelling with four-legged relations.

“It happens to marry with most of the trends which accumulate took place one day of the pandemic, but that is extra a coincidence than the leisure,” Bergh mentioned.

The Levi’s series includes pet gear, at the side of a denim-inspired dog bed.


It also has extra objects designed with sustainability in mind than any of Aim’s varied collaborations, with offers like durable fabrics and recycled glass.

Both CEOs mentioned they’ve their eyes on a popular merchandise within the series — a denim-inspired Sherpa bed that they thought to decide for their canines.

“I poke to be on the 2nd this thing drops,” Bergh mentioned.