The next $1B Athletic Brand

The next $1B+ Athleisure brand?

Target – In just a year after it’s launch – the “All in Motion” brand exceeded $1B in sales.

The company was specifically looking to compete with lululemon.

The average price of Target’s athleisure apparel is 25% that of Lululemon’s products.

Currently, Lululemon’s sales are 4X – $4M vs. $1M – that of Target’s All in Motion brand.

But, given that price is 25% lower and so are total sales, we can conclude that Target and Lululemon sold approximately the same number of actual items.

There are therefore as many people walking around in new Target athletic apparel as there are people walking around in (new) Lululemon gear.

And this is just the first year.