Target, DICK’S Sporting Goods Expand Product Portfolios With New Private Labels

Target and DICK’S Sporting Goods have added new private label offerings, both aimed at expanding their product assortments into new areas. DICK’S new VRST line of men’s athletic apparel will help the sports retailer expand in the athleisure category, while Target’s Mondo Llama will offer a range of crafting supplies.

VRST, which will include a variety of commuter pants, joggers, shorts, tees, hooded sweatshirts and quarter-zips, will initially launch on and before rolling out to 400 DICK’S stores nationwide over the coming weeks. VRST items range in price from $30 to $120, and the brand offers multiple inseam and waist sizing options outside of the standard S to XXL sizes.

“With the continued intersection of casual wear and athletic apparel, we saw a white space opportunity for a men’s line,” said Nina Barjesteh, SVP of Product Development at DICK’S Sporting Goods in a statement. “The VRST line leverages our expertise in athletic apparel, technology and the in-house design capabilities we have been building over several years. VRST not only offers sophisticated performance apparel for running and training, but also comfortable, stylish pieces with premium fabrication that can be worn around town, out with friends or while working or working out at home.”

The Mondo Llama brand will include nearly 400 arts and crafts items, from paint sets and canvases to crafting supplies and drawing kits. The products are aimed at adults and children alike, with most items priced under $25. Mondo Llama includes the first private label crafting supplies Target has offered in a decade, a move spurred by the increased time spent at home during the pandemic.


“Mondo Llama is about joy and creativity for all. After extensive guest research, we co-created a new brand with our guests that meets their arts and crafting needs at an incredible value,” said Julie Guggemos, SVP and Chief Design Officer at Target in a statement. “More guests are looking for creative ways to have fun, and Mondo Llama encourages families to create, experiment and spend time together. It’s the perfect addition to our portfolio of owned brands.”



Access The Media Kit


Access Our Editorial Calendar

If you are downloading this on behalf of a client, please provide the company name and website information below: