A New Day Turns 1! Target’s Owned-Brand Fave Rings in Its First Year in Billion-Dollar Style

November 5, 2018 - Article reads in
A woman in a floral top against a pink background next to the A New Day logo

Break out the champagne flutes! Target’s owned brand A New Day just celebrated its first anniversary with an impressive milestone under its stylish belt: It reached $1 billion in sales. 

A New Day made its big debut last fall as one of the first of more than a dozen new, only-at-Target brands rolling out across our assortment. Since then, it’s become our most expansive owned brand across women’s apparel and accessories, continuously serving up new styles, which guests quickly scoop up—to the tune of nearly seven million items each month.

“Target’s owned and exclusive brands are one of the many reasons guests choose to shop with us,” says Mark Tritton, Target’s executive vice president and chief merchandising officer. “A New Day is the foundation of our women’s apparel and accessories assortment, and we’re pleased with the love we’ve built in just one year—but we’re not stopping there. We’re continuing to refine our offerings to bring guests the quality, value and style they’ve come to expect from only-at-Target brands.”

From the start, guests knew this brand was something special. And they’ve fallen in love with its re-invented classics, perfect for days at the office, lazy Saturdays and everything in between. Target’s in-house design team travels the world, and speaks with thousands of guests, to find inspiration for the assortment—including its most popular items, like the cozy cocoon sweater and skinny ankle pants. And our first-of-its-kind partnership—A New Day + Vital Voices—showcased the power of pairing great design with a meaningful cause.

Now—one year later—A New Day has earned a spot alongside other billion-dollar Target owned brands, including Cat & JackThresholdUp & UpMarket Pantry and Room Essentials. And guests keep coming back for more.

From must-have sweaters, to perfect trousers, classic shoes and more, count on A New Day for stylish and affordable pieces you’ll love. Check out a few of our favorite looks:

Guest Favorites and Essentials

Five models wearing popular items from the brand

On the Job or On the Go

Five models wearing on-the-go essentials from the brand

Must-Have Accessories

Two handbags, a pair of boots and a faux-fur scarf from the brand

Holiday Styles

Five models wearing festive holiday looks from the brandShop A New Day in Target stores and online at Target.com, with prices ranging from $3-$49.99. Apparel sizes range from 0-16, XS-XXL and select assortment in plus sizes, ranging from X-4X and 14W-26W in select stores and online. 

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