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Target launches new JoyLab activewear brand

US department store retailer Target Corp has revealed a first look at its new activewear brand, JoyLab.

Earlier this year, in the wake of tumbling fourth-quarter earnings, Target promised an overhaul of stores, digital channels and its supply chain, alongside the introduction of more than a dozen new brands.

Described as an "edgier" version of Target's C9 Champion activewear line, JoyLab will launch next month and combines street style details with the technology of a performance-wear line.

The Minneapolis-based company also recently revealed details of its other new private label lines, A New Day and Goodfellow & Co. A New Day is a "versatile, mix-and-match women's brand", while Goodfellow & Co offers men's apparel and footwear. Both are available from this month.

Target hopes JoyLab, along with the rest of its new brands, will have the same level of success as its Cat & Jack children's line, which includes clothing for both children and babies and is Target's largest ever private label apparel brand. Prior to its launch Target said it expected the collection to generate more than US$1bn in sales in its first fiscal year alone.

JoyLab will be available in Target stores and online from 1 October, with prices ranging from $14.99 to $44.99. Target adds the brand will refresh with new looks updated regularly throughout the year.

The retailer recently revealed plans to become the ultimate destination for moms-to-be, with an exclusive line of affordable maternity fashion.

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