Target to bow Elliott Bay, exclusive men's line

Discount Store News, Sept 17, 1990

Target to Bow Elliott Bay, Exclusive Upscale Men's Line

MINNEAPOLIS - In line with its thrust for exclusivity and differentiation in its merchandise mix, Target plans to unveil a new upscale men's wear line that will be sold only in its discount stores.

Called Elliott Bay, the exclusive line will be manufactured by the private label division of Union Bay. The Seattle-based manufacturer is known for its upscale line of branded men's clothing.

According to Warren Feldberg, Target's executive vp, merchandising, the line is "young men's oriented sportswear that is Union Bay-influenced." The first fall group includes a collection of pants, shirts and sweaters.

Feldberg noted that the line would be a focal point in Target's men's wear departments, including the new Greatland store opening later this month. "We're going to present it as a group for emphasis as we do with many of our labels," he said.

This is Target's most recent effort in concerning a private label niche. The majority of the chain's private label lines are in the women's area.