NEW YORK – Jeans maker Levi Strauss & Co. is deepening its partnership with Target Corp. by launching its 1st-at any time home selection at the price cut chain.

Levi’s restricted time only 100-item selection of denim-motivated tableware, quilts, pillows and other merchandise will be introduced on Target’s web site and most Target merchants on Feb. 28.

Target started off selling very low-cost model Denizen from Levi’s in 2011 and then started carrying its high quality Purple Tab model in 2019. It will be increasing the Purple Tab model to five hundred merchants by slide of this calendar year. The transfer is nonetheless another blow to office merchants, which have been struggling even more through the pandemic.

Target CEO Brian Cornell and Levi’s CEO Chip Bergh advised The Connected Press they think the Levi merchandise, which also contain some clothes, will be collectors’ merchandise.

For Target, it’s the most recent strategic partnership with a major model and arrives as Target extends its robust revenue streak through the pandemic. The Minneapolis-primarily based discounter signed a deal late final calendar year with splendor chain Ulta to open more than 100 splendor stores by center of this calendar year. In 2019, it cast a partnership with Disney & Co to open Disney-branded stores at its merchants. Cornell stated that strategic partnerships “have been important to Target’s results” and has established it apart from rivals.

For San Francisco-primarily based Levi, the collaboration reflects how the corporation has been diversifying its label absent from office merchants and focusing on merchants that generate shopper site visitors. Bergh stated that the growth with Target has assisted the model attain a broader shopper foundation, but he cautions that the jeans maker has no intention of heading into the home business in a permanent way.

“This is unpredicted Levi’s stuff that they are heading to obtain inside of Target, and it’s heading to surprise and delight them,” Bergh stated.