• Universal Thread is the latest new brand to be unveiled by US department store retailer Target Corp.
  • Last year the retailer announced it would roll out a dozen new private label brands.
  • Described as an exclusive women's lifestyle brand that is grounded in denim, Universal Thread will launch next month and feature tops, dresses, accessories and footwear.
Universal Thread will be available in all Target stores and online at in early February

Universal Thread will be available in all Target stores and online at in early February

US department store retailer Target Corp has revealed a first look at its new denim-based women's lifestyle brand, Universal Thread, that will launch next month and features tops, dresses, accessories and footwear.

The line marks the first time the Minneapolis-based company has introduced a brand with sizes ranging from 00-26W on all apparel items. With prices ranging from $5 to $39.99, products cost an average of up to 10% less than the retailer's current denim offerings.

In developing the brand, Mark Tritton, Target's executive vice president and chief merchandising officer, explains the retailer conducted research with nearly 1,000 women from across the country to better understand their needs when it comes to shopping denim.

"What we heard from nearly all of them was that they dreaded shopping for new jeans. Whether the rise was too long or the inseam was too short or the pair of jeans they wanted didn't come in their size – finding the perfect fit for their body type was just too challenging," he explains.

"That's a problem we wanted to solve. So, our design team rolled up their sleeves and got to work creating a line that caters to all women, with multiple fits, silhouettes, lengths, rises and sizes."

Last year, in the wake of tumbling fourth-quarter earnings, Target promised an overhaul of stores, digital channels and its supply chain, alongside the introduction of more than a dozen new brands. Some of its other new private label lines include JoyLab, A New Day and Goodfellow & Co.

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Universal Thread will be available in Target stores and online in early February.