Abercrombie & Fitch Co. is bringing Hollister to Target with a co-designed collection of bedding, sleepwear and home products. It is the brand’s first move into home goods. It is also the clearest sign yet that a retailer built on its own stores and website is leaning on another company’s shelves to grow.
What's in the deal: Both companies describe it as a “multi-season partnership,” and neither has disclosed manufacturing details or financial terms. What we do know:
There are nearly 60 products across apparel and bedding
Prices range from $19.95 to $64.95
Additional launches are planned ahead of the holiday season and in spring 2027
The channel shift: This is wholesale, not direct to consumer, and Retail Dive describes it as Abercrombie’s latest US wholesale expansion in the US after deals to put Abercrombie Kids in Dick’s and department stores.
Selling through Target means producing against a mass retailer’s assortment and replenishment cadence, and forecasting to its store count, not to Abercrombie’s own demand signal. The brand gains distribution it would otherwise build one store at a time, but gives up control of shelf space and the sell-through data that comes with owning the channel.
Why Abercrombie is doing it: Wholesale and licensing are now a stated growth strategy. On the Q1 call, CEO Fran Horowitz said the company is “developing new franchise, wholesale and licensing relationships that will allow us to reach even more customers.” Abercrombie reported about $1.1 billion in Q1 sales, its 14th straight quarter of growth.
The model has a precedent. Authentic Brands Group used a similar approach for Champion at Target in 2025, with more than 500 items under a multiyear deal.
Abercrombie is also building a new distribution center in Columbus, Ohio with 3PL Bleckmann to support its own stores and website, keeping direct fulfillment in-house while placing wholesale products on a partner’s shelves.
