Target and Hollister collab is a win for home goods: data

In June, Target and Hollister released a multiseason collection of home goods and apparel for back-to-school shoppers looking to deck out their dorm rooms and get some new fits before classes started.

The collaboration marked Hollister’s first foray into home goods, and yet another partnership for Target, which recently linked up with brands such as Champion and Parke to release product lines.

Now, third-party data is showing that the collaboration with Hollister was a success for the home goods category. In the first five weeks, the collection generated $16 million gross merchandise value, with 70% of that coming from home goods, according to market intelligence firm YipitData.

Both companies also appeared to benefit from the partnership. For Hollister, the upside was customer acquisition, with 71% of buyers being new to the Hollister brand. For Target, the collection boosted share gains in key subcategories such as decorative pillows and comforters, per the data.

While both retailers featured the home collection in their stores, Target’s scale ensured that it accounted for 96% of sales volume—which is still beneficial to Hollister. In a report on its findings, YipitData wrote that the data point validates “the strategic premise that Hollister could stretch beyond apparel when paired with Target’s home infrastructure.”

Hollister parent company Abercrombie & Fitch called out the partnership in its recent earnings call, with CEO Fran Horowitz-Bonadies noting that it was the brand’s “first meaningful wholesale partnership” and a boon to the business overall.

“Having our product in over 1,500 Target locations has also given us access to new Hollister customers across the country, while providing our existing customers new categories available on our owned digital app and web experiences to outfit their dorms,” Horowitz-Bonadies told shareholders.

At Target, meanwhile, the beleaguered home goods category remains a work in progress.

Chief Merchandising Officer Cara Sylvester put it this way: “In some categories, we’re pleased with our progress, and we’re seeing meaningful momentum. In others, including home and apparel, our performance is not where it needs to be, and the work will continue into 2027 and beyond.”