In Brands, Retail

Target launched the Goodfellow & Co private-label men’s apparel and accessories brand two years ago helping to boost the total men’s apparel business, which is on track to be a nearly $1 billion brand by 2020. Leveraging that success, the retailer is expanding the brand into men’s grooming.

“Our Goodfellow & Co guest loves the brand, and with the introduction of a grooming assortment it’ll become even more of a one-stop shop for those guests,” Mark Tritton, Executive Vice President and Chief Merchandising Officer, Target, said in a release. “Grooming is a growing business and we’ve seen a new level of demand for specialty, premium products. Goodfellow & Co grooming was created to better meet that demand with products that we can ensure are effective and affordable.”

The range is a head-to-toe grooming assortment covering beard, face hair, body care, fragrance, and accessories all priced below $16.99, which is on average 20% less than comparable premium brands. Products will be labeled with the Target Clean logo and were developed under the guidelines of Target’s 2020 chemical strategy.

Photo: via Target

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