Target Australia has ventured into a new product category, as it looks to boost the business through fresh channels.
The discount department store, which earlier this month confirmed a significant job cull as part of a restructure to revamp the business, has revealed it will release its first ever cycling range next month.
The Spalding Cycle range is a new addition to its long term partnership with sports brand Spalding and will be a new sports performance capsule for the brand, exclusive to Target Australia.
Commenting on the move Spalding said the new tie-up with Target was generated by growth in cycling as a general sports category and Spalding ramping up the true performance offering of the brand.
The men’s cycling range will consist of performance jerseys (both short and long sleeve), nix and full-length tights, available in three stylish colourways and designed to fit tight to minimise drag while riding. The nix also feature a durable chamois insert designed to reduce friction and provide comfort.
Developed with the help of former elite track cyclists, all garments in the new Spalding Cycle range for Target have also been given a Dri-Form® Quick Dry technology finish to wick away sweat and keep long-distance and performance riders dry and comfortable.
Flat locked seams are also a feature, to reduce chafing and foam-molded seat cushions, while the short-sleeve jersey includes a full-zip for easy removal or ventilation while riding.
Spalding sales director Nick Bowman said the fresh partnership with Target will also enable both brands to cater to a new market.
“The Spalding Cycle Range was truly designed with the rider top of mind, and we are wrapt that it will be available for an accessible price within Target,”
“Spalding is passionate about pure performance and the Spalding Cycle range is true to that ethos. We’ve brought the best of Spalding’s attention-to-design to this capsule collection to ensure Australia’s riders are comfortable while on the bike – be that to and from work, or cross-country on a weekend. We have them covered.”
Products within the Spalding Cycle collection will range in price from $55 to $69 and will be available from exclusively at Target stores nationally from July 2013 as well as through it online store.
As previously reported on
ragtrader.com.au, Target Australia confirmed on June 12 that it will
slash 260 jobs following an internal review.
The redundancies
are part of a company-wide restructure to help restore business
performance, the company said in a statement.