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Target develops sensory-friendly apparel under Cat & Jack

US department store retailer Target Corp has revealed a selection of sensory-friendly apparel for children under its largest ever private label apparel brand, Cat & Jack.

Building on the success of its Cat & Jack children's line, which became a US$2bn brand in its first year alone, the Minneapolis-based company has developed a limited selection of clothing for youngsters with sensory processing sensitivities.

Available exclusively at Target.com, the pieces include heat-transferred labels in place of tags, flat seams, and one-dimensional graphic tees, all designed to minimise discomfort when in contact with the skin. The pieces are based on existing Cat & Jack styles, to combine fashion with function, says the retailer.

"We learned that sensory-friendly apparel can mean different things for different people," explains Target designer Stacey Monsen. "For these pieces, we decided to start with our core tees and leggings, and address guests' most common requests—like removing tags and embellishments that can irritate the skin. We also added more ease through the hip and a higher rise in our leggings to fit with diapers, if needed, for older kids."

Meanwhile, introducing sensory-friendly pieces is just the first step for Target. This autumn the retailer will add adaptive pieces to help address the needs of children living with disabilities. Target says it plans to include styles with zip-off sleeves and side openings that make dressing easier, and pieces that open in the back for those lying down or sitting.

The Cat & Jack sensory-friendly pieces, in sizes XS-XL (big kids) and 2T-5T (toddler), are available online now, with prices ranging between US$4.50 to $7.

Target recently booked what it called "encouraging" second-quarter results as efforts to turn around its business appear to be paying off.

Earlier this month, the retailer revealed it is to acquire Grand Junction, a transportation software startup, in a move designed to help it make faster and more efficient deliveries and boost ongoing efforts to transform its supply chain.

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