Dive Brief:
- Direct-to-consumer brand Andie launched a limited-edition swimwear collection with Target, according to a Monday press release.
- The Andie Collection for Target is available on the retailer’s e-commerce site and will launch this week across Target’s 2,000 stores. It features 49 styles in total, of which 43 are bathing suits and six are cover-ups.
- The collection comes in sizes XS to 3X, and all of the styles are “newly created for this collaboration, exclusive to Target, and will not overlap with styles” sold on Andie’s website, per the release.
Dive Insight:
Andie and Target’s partnership helps the mass retailer grow its offerings outside of its owned brands.
"This collaboration reaffirms Target as the destination for swimwear — offering a mix of owned brands, national brands and new or emerging brands that are quickly becoming cult-favorites like Andie swimwear,” Target Senior Vice President of Apparel and Accessories Gena Fox said in a statement.
The Target partnership has lower pricing compared to the DTC offerings from Andie. The Target collection includes $32 bikini separates, $50 one-pieces and $42 cover-up dresses. In comparison, Andie's one-piece swimsuits generally cost more than $100 through its direct channel.
The wholesale expansion comes about a year after Andie acquired DTC apparel brand Richer Poorer. That marked the second sale of California-based Richer Poorer in two years, following Francesca’s purchase of the brand in 2023.
For Target, the launch feeds into its broader turnaround strategy that aims to reclaim merchandising authority.
“My focus is to operationalize these priorities in clear and measurable ways,” Target Chief Merchandising Officer Cara Sylvester said during an earnings call in March. “That means sharper assortment decisions, leading with style and design authority and exceptional value, simplifying where we need to simplify and curating with greater clarity. It means delivering true differentiation, elevating innovation and emerging brands, strengthening owned brands and accelerating newness that keeps Target distinct.”
The retailer over the past year has highlighted exclusive merchandising by revamping displays in the beauty category, releasing thousands of exclusive products for the 2025 holiday season and expanding its exclusive offerings in the baby category.
