"We're thrilled to be introducing our one-of-a-kind home collection with Target," announced Levi's Chief Product Officer Karyn Hillman. "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."
The limited-edition line will include home goods, apparel, and pet accessories, many of which will be denim-inspired. The pet accessories aspect may prove especially promising, in addition to home goods, as consumers have been spending more on their pets since the pandemic began.
Alongside denim and pet themes, sustainability will play a critical role in Target's collaboration with Levi Strauss, with the line including such materials as recycled glass.
According to Levi Strauss CEO Chip Bergh, "Part of what's got the [Levi Strauss] brand back on track is putting the brand at the center of culture and innovation."
While limited-edition collections typically bring more customers into the brick and mortar environment, Target's intent is that the majority of consumers will shop on their website. However, Target CEO Brian Cornell has stated that stores will begin to number and limit the amount of customers inside at any given time, if necessary.
With this collaboration, "We've solidified Target as a top retail destination," claimed Cornell. "[This partnership] offers us an opportunity to reach an extended audience."
This news rides on the coattails of an increase in sales for Target over the last year. Target shares rose 64% over the past 12 months, including an impressive holiday season with e-commerce sales doubling in November and December compared to the previous year.