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Hollister partners with Target to sell dorm bedding, apparel
CNBC • • business
Key Points:
- Abercrombie & Fitch's Hollister is partnering with Target to launch The Hollister Collection at Target, featuring nearly 60 items including men's and women's apparel and bedding, marking Hollister's first foray into home and dorm decor.
- The collaboration aims to attract new customers and boost spending among existing shoppers by expanding Hollister beyond apparel into lifestyle products, leveraging Target's strong home and dorm decor presence.
- Both brands are responding to declines in discretionary spending and consumer confidence by exploring new categories and collaborations to drive growth and compete in the lucrative back-to-college market, which reached $88.8 billion last year.
- Target will handle manufacturing and product design collaboration, with the partnership set to continue through 2027, including seasonal product drops and an evolving product range focused on dorm essentials and home comfort items.
- This move aligns with Abercrombie & Fitch's broader strategy of category expansion, similar to its sister brand's inclusion of outside footwear brands, aiming to attract a wider customer base and increase overall sales.
