How Target’s Bringing Our Industry-Leading Owned Brands to Even More Consumers

  • May 6, 2024
A bright and colorful display of Cat & Jack kids’ apparel items on sale at a Hudson’s Bay store in Canada.

Target’s one of-a-kind owned brands are a big reason guests choose to shop with us. They’re something special that guests can only find at Target, designed to bring joy and great value to all. And while we’re still the only place in the U.S. to get these beloved brands, we recently took a step toward expanding their reach to new markets and consumers.

A Cat & Jack kids’ apparel display at a Hudson’s Bay store in Canada.

In the spring of 2024, we kicked off a wholesale initiative with Canadian department store Hudson’s Bay, bringing nearly 1,400 of our popular Cat & Jack kids’ apparel items to all Hudson’s Bay stores and at, with most products under $20 Canadian dollars.

The goal is to bring Hudson’s Bay shoppers a broader range of kids’ clothing sizes that are affordable, durable and stylish. Our research shows that many Canadian shoppers already know and love Cat & Jack — the most popular kids’ apparel brand in the U.S. — for its exceptional design and value.

The early response from Hudson’s Bay customers has been so positive that we’re expanding the brand to include swim, outerwear and shoes, bringing Canadian consumers even more to love.

Increase in basket size

Since the Cat & Jack collection launched at Hudson’s Bay, customers have been buying more kids’ apparel each shopping trip with a 15% increase in their basket size.

“It’s been so exciting to see the way Canadian consumers have responded to the exceptional value Cat & Jack offers,” says Christina Hennington, Target’s chief growth officer. “That combination of amazing design, high quality and great prices sets Target’s owned brands apart, and we’re pleased to extend these brands to more consumers outside of our home market.”

“In everything we do, our focus is always customer-first,” says Liz Rodbell, president and CEO of Hudson’s Bay. “Now more than ever families are looking for quality, value and sustainability when shopping for their children. And when kids get dressed they want to be comfortable, be active, and have fun in their clothes. Cat & Jack delivers on all fronts.”

Next up for our wholesale business? We’ll continue our expansion with Hudson’s Bay and explore opportunities in new markets and with great retail partners to bring our brands to more consumers, with a focus on the long-term potential.

Target’s always looking for new ways to grow our owned brand business, which brings in more than $30 billion in sales each year. More than ten — and counting — of those brands already generate more than $1 billion annually with the potential to become multi-billion global brands over time. There’s something for everyone, from our newest brands like dealworthy affordable basics and Gigglescape toys to expansions in guest favorites like up&up essentials and Embark outdoor gear.

Stay tuned for more.

Meet the teams who bring our brands to life

Our unique capabilities to design, make, move and sell our owned brands make it possible to deliver the products consumers love. Go behind the scenes with teams who bring our differentiated brands to life, from product design and packaging sourcing and development to merchandising and sustainability.

On Target: Differentiating Through Owned Brands

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