Target’s activewear brand All in Motion has reached $1 billion in sales. Launched a year ago, the brand offers sports bras, hand weights and yoga mats, says a report by CNBC. It is one of 10 Target brands that generated $1 billion or more in sales in fiscal 2020.

Over the past five years, Target has launched more than 30 private-label brands in clothing, home and other categories to and differentiate itself from competitors and boost profitability. Four of these brands hit $2 billion or more in sales last year: kids apparel brand Cat & Jack; Good & Gather, a food and beverage line; Up & Up, a personal care and household essentials brand; and home decor brand Threshold.

The growth of these labels has helped Target gain $6 billion in market share in the first three fiscal quarters of the year. Its apparel sales have increased by nearly 10 per cent in the third quarter of this fiscal from a year earlier.

The company is confident of outpacing sales of higher-end athleisure and apparel brands. It plans to stick to its formula of developing exclusive products with quality and style, but with more inclusive sizing and lower prices.