Video: Target finds Canadian roots with new partnership
January 25, 2013 | Kristin Laird | Comments
Target unveiled its list of exclusive design partners for its upcoming Canadian launch at an event in Toronto Thursday. While the retailer will offer a number of its prominent product lines when it opens its doors this March – including the Nate Berkus Collection, Sonia Kashuk Collection, Giada De Laurentiis for Target and Shaun White for Target – the biggest crowd reaction came when John Morioka, senior vice-president of merchandising for Target Canada, announced that the retailer was partnering with Roots on a new, limited-time-only collection.
Roots co-founder Don Green said the timing of the collaboration is especially exciting because it falls in line with the clothing company’s 40th anniversary in Canada. “This will be one of the great highlights of the year,” he said.
The new line is called Roots Outfitters Collection for Target and will include sweat pants, sweatshirts and graphic tees at prices ranging from $7.99 to $34.99.
“It’s very typical Roots style, it’s athletic heritage, it’s cozy, it’s comfortable,” said Green.
It may have been one of the coldest days of the year, but that didn’t stop Canadian lifestyle and fashion press from milling about the outdoor Evergreen Brickworks venue, which had been covered specially for the event.
Several launch product lines were on display surrounding an ice track where skaters modeled items from Target’s 2013 Collection during a short fashion show.
Other clothing, cosmetic and grocery brands coming to Target Canada include Archer Farms, Market Pantry, Merona, Mossimo Supply Co. and Pixi.
Though it hasn’t launched any mass advertising yet, Target Canada has become one of the most buzzed-about brands of the year. National department stores and even grocery chains have been busy ahead of Target arrival in Canada. Sears Canada, for example, recently announced two new design partnerships to revamp its private footwear and apparel lines, which will hit shelves this fall.
Likewise, Aldo Group will design and manufacture footwear lines for Sears’ Nevada, Attitude and Jessica brands. Buffalo International will design and produce Sears Canada’s entire line of Nevada denim-based apparel for both women and men.
Target Canada remains tight-lipped about its upcoming plans for mass marketing and advertising which are being developed by agencies within the MDC Partners network including KBS+P Canada, Veritas Communications and Boom Marketing. Aegis Group-owned Carat in Toronto is handling media buying duties.