Target plans a fitnesswear specialty store

Target is always worth watching, as a recent discussion on RetailWire suggests. They are opening a store dedicated to activewear under the exclusive brand “C9” — and this has some real legs if it’s successful:

This is an interesting development for several reasons. Target has obviously paid attention to the success of specialty retailers like Lululemon and Athleta, and the same concept at mass price points could be a winner. It also follows the growing trend of “smaller is better” relative to the massive scale of sporting goods like Dick’s and The Sports Authority, where fitnesswear is a small part of the assortment.

It’s not clear from the articles whether the Target “brand” will be attached to the stores or whether they will identified strictly as C9 Active Apparel. But it’s a winning idea with a lot of growth opportunity across the country — as well as a foothold into mall locations with other niche Target brands.


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