Target Takes the Plunge With Kona Sol
The retailer is defending its number-one market share position.
Target Corp., which in the last two years has been launching brands in rapid fire succession — think A New Day, Goodfellow & Co. and Universal Thread, plans to have in its portfolio 25 new owned and exclusive brands by the end of 2019.
One of the new brands, swimwear collection Kona Sol, bows today in stores and on target.com, and is designed to boost the retailer's already impressive franchise. Target boasts the number-one market share in women's swimwear, a distinction it's held since 2015. Between the existing Xhilaration and Shade & Shore, Target offers more than 1,500 items.
Target on Thursday said same-store sales for the two months surged 5.7 percent compared with a 3.4 percent increase in the same period in 2017. Comparable digital sales shot up 29 percent. Based on the solid results for the November and December holiday period, the retailer said it was maintaining its guidance for the fourth quarter, including fourth-quarter comp store sales growth of about 5 percent and full year adjusted EPS of $5.30 to $5.50.
Kona Sol brings sophisticated styles geared for a slightly more mature consumer than Xhilaration's trendforward looks and junior fits. Xhilaration has a fashion-first sensibility and homes in on seasonal trends. Exclusive brand Shade and Shore, a bra-size swim collection, features luxurious fabrics and a contemporary and feminine aesthetic. Styles are available in cup and band sizes 32A to 38DDD for precise fits, with bottoms, XS to XL.
With sizes XS to XXL, Kona Sol offers slightly more coverage to help women feel more secure. Like many of Target's new brands, Kona Sol has an element of size inclusivity with select styles available in 14W to 26W. Kona Sol features onepiece swimsuits and mix-and-match options that can also be coupled with pieces from Xhilaration. The retailer will offer more than a dozen fits across its swimwear brands.
Target said its consumer research found that wearing a swimsuit makes a lot of women feel vulnerable, but finding a swimsuit that fits well is the ultimate confidence booster.” Comfort is a key feature of Kona Sol with the brand incorporating “stay put” features to help shoppers feel secure in the swimwear, including hooks and fasteners, elastics, built-in bras and varying strap widths, among other things.
Target in recent years pruned its swimwear roster and eliminated labels that weren't resonating with consumers. The retailer will cross merchandise its swim floor pads with