Target is now in talks to revamp its entire fashion brand lineup. This means that some Target staples will stop being produced. And according to The Wall Street Journal, Mossimo, Merona, Cherokee, and Circo are among the lines that didn’t make the cut.
“Our brands have been solid performers. Take Cherokee and Circo in our kids’ business, for example—they were performing strongly, even in a difficult market,” said Mark Tritton, Target’s executive vice president and chief merchandising officer, in a press release. “But we talked to our guests, looked at the data, and we realized that there was this huge opportunity.”
As a result, the brand’s new effort is to “create a unique personality and own-able, differentiated point of view.”
Furthermore, that new point of view will come in the form of 12 new clothing, accessories, and home decor lines. While there’s no word yet on when exactly Merona and Mossimo will be phased out, Target has already replaced the Cherokee and Circo kids’ lines with Cat & Jack and Art Class.
The retail giant will debut 12 new lines, with a few of them already announced. A women’s clothing line called A New Day, and a men’s line called Goodfellow & Co. In addition, an athleisure line called JoyLab, and a home decor line called Project 62 have also been announced.