Target activewear brand’s sales hit $1 billion as retailer gains in apparel

Blueprint’s activewear stamp All in Movement is one of 10 manufacturers at the retailer that have reached $1 billion in gross sales.


Blueprint launched its have line of workout clothes and command tools a couple of year within the past. Two months later, the pandemic grew to change into worthy of the country into stretchy pants-wearing a long way away workers who transformed garages into home gyms and lower wait on on looking out trips.

“We take to joke about this internally that or no longer it’s change into our guests’ well-liked work wear, no longer high quality workout wear,” acknowledged Jill Sando, Blueprint’s chief merchandising officer for vogue and owned manufacturers.

All in Movement, a line that entails sports actions bras, hand weights and yoga mats, has now reached $1 billion in gross sales, the firm acknowledged Monday. It is one of 10 Blueprint manufacturers that generated $1 billion or more in gross sales in fiscal 2020.

Over the previous 5 years, Blueprint has launched more than 30 non-public-tag manufacturers in clothes, home and other courses to strive to differentiate itself from competitors and boost profitability. Four of these manufacturers hit $2 billion or more in gross sales final year: teens apparel stamp Cat & Jack; Correct & Get, a food and beverage line; Up & Up, a non-public care and family essentials stamp; and residential decor stamp Threshold.

Blueprint’s All in Movement line moreover entails hand weights, yoga mats and other workout tools and tools.


The boost of these labels has validated Blueprint’s approach and helped it to have $6 billion in market portion within the indispensable three fiscal quarters of the year, fixed with interior and third-birthday party analysis. Apparel gross sales become one of many drivers, growing by nearly 10% within the fiscal third quarter from a year earlier.

In coming months, Blueprint will be taught if that loyalty will final as customers gather Covid vaccines and feel agreeable returning to department shops again.

Stacey Widlitz, a retail consultant and founder of SW Retail Advisors, acknowledged Blueprint has shown it is savvy at mirroring a hit manufacturers and seizing upon weaknesses of other. It expanded its intimates assortment as looking out mall staple Victoria’s Secret struggled. It riffed off the recognition of Lululemon with identical having a see displays of All in Movement’s workout pants.

“They’ve customarily been going around announcing, ‘Who does it simplest and who does it worst?'” she acknowledged. “‘Let’s replicate what the winners are doing and resolve on the losers and originate it greater.'”

She acknowledged its candy pickle is promoting fundamentals, reminiscent of leggings, tees and button-downs, since prospects would possibly possibly presumably per chance presumably no longer prefer to pay a top class for a stamp name.

With All in Movement, to illustrate, Blueprint sells merchandise for ladies, males and younger folk. It has a wider fluctuate of sizes, and the firm’s marketing photos break from the identical old mildew, that contains items with diverse body forms, with none of them airbrushed.

Most of its workout clothes and tools rate no longer as a lot as $30, which Sando acknowledged is about 75% less on practical than identical merchandise offered by competitors. At Hole-owned Athleta and Lululemon, to illustrate, a pair of workout pants can rate $90 or more.

Blueprint’s All in Movement line launched high quality ahead of the pandemic accelerated the recognition of casual clothes and stretchy pants.


Sando acknowledged the firm is confident it will outpace gross sales of elevated-pause athleisure and apparel manufacturers. She acknowledged this would possibly possibly occasionally stick with its system of making unfamiliar merchandise with quality and vogue, but with more inclusive sizing and lower costs.

Shares of Blueprint are up 63% over the previous year, as of Friday’s end. The firm’s market price is $94.58 billion.

Whether or no longer the recovery from the pandemic is rapid or gradual, Citigroup analyst Paul Lejuez acknowledged Blueprint can continue to grow. In a most modern analysis demonstrate, he acknowledged the apt-field retailer obtained an support when it could presumably per chance presumably support doorways initiating as an very important retailer. Now, he acknowledged, competitors that lower at some level of courses — cherish Pier 1, J.C. Penney, The Kids’s Intention and Victoria’s Secret — are completely closing shops.

These retailer closures, that would happen over the following couple of years, “establish important portion up for grabs,” he acknowledged. He predicted most traffic will seemingly crawl to off-mall outlets with convenient areas, reminiscent of Blueprint, Kohl’s or Walmart.

“Whereas many issues that happened at some level of the pandemic duration can be viewed as non permanent, the retailer closures that happened (or are occurring) picture a permanent shift within the retail panorama,” he acknowledged within the demonstrate.

Blueprint’s non-public tag manufacturers moreover to partnerships it has struck has grew to change into it precise into a brand sleek mall, of forms. Extra of its shops have a dedicated demonstrate of Levi’s Red Tab jeans and a Disney shop. Ulta Elegance shops will initiating interior of a total bunch of its shops this year. Blueprint moreover has a excellent wine alternative and appeals to foodies with a brand sleek line of gourmet coffees, hand-batch sauces and more.

“The one-cease looking out development continues because what the client has realized is that they originate no longer prefer to crawl to 6 diverse locations,” Widlitz acknowledged. “And they now no longer prefer to crawl to 6 diverse locations.”