Target launches new inclusive private-label swimwear brand Kona Sol

By

Robin Driver

Published
Jan 11, 2019

US retail giant Target, which has held the number one market share in women’s swimwear since 2015, announced the launch of its new company-owned size-inclusive swim brand Kona Sol on Friday.

 
The brand’s launch collection features mix-and-match bikinis, tankinis and one-pieces in sizes ranging from XS to XXL, with select styles available in 14W to 26W. Prices for pieces start at $17.99 and go up to $39.99.
 
“We know the search for the perfect swimsuit can be daunting. Our goal is to make shopping for swimwear fun, easy and inspiring,” said Mark Tritton, Target’s executive vice president and chief merchandising officer, in a release.

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As size inclusivity becomes an increasingly hot topic in both the lingerie and swimwear sectors, evidenced by the rise of brands such as Swimsuits For All and Adore Me, Target’s decision to launch a swim label featuring extended sizing seems like a judiciously timed move.
 
As the retailer points out in its press release, however, Target has been running inclusivity initiatives in the swimwear category for a while now, such as 2016’s “#NOFOMO” campaign and 2017’s pledge not to retouch photos.
 
Following in the footsteps of these efforts, the launch of the new brand will also be accompanied by a campaign fronted by a diverse cast of women, which aims “to show how empowering it is to find that perfect swimsuit.”
 
The first Kona Sol collection is now available in all Target stores, as well as on the retailer’s e-commerce website.
 
Kona Sol is the latest private-label brand launched by Target, which first expanded into exclusive labels in January 2017.