Hollister Enters Home Goods at Target to Win New Customers

Quick Facts

Hollister’s first-ever Target collaboration launched June 28, 2026, with nearly 60 items spanning apparel and bedding priced from $19.95 to $64.95.
Abercrombie & Fitch posted record Q2 fiscal 2026 net sales of $1.27 billion, up 5% year over year, its 15th consecutive quarter of growth.
The partnership is set to continue through at least spring 2027, with planned drops in fall, holiday, and spring seasons.

Hollister entered the home and decor category for the first time in June through a new partnership with Target, and the move is already showing up in the company’s financials. Abercrombie & Fitch CEO Fran Horowitz called out the collaboration on an August 26 analyst call, saying it “performed very well against expectations and added nicely to top-line growth this quarter.”

The Hollister Collection at Target went live June 28, 2026, on hollisterco.com, Target.com, in most Target stores, and in select Hollister locations. The launch marks the first collaboration between the two brands and Hollister’s first step outside of apparel.

What Is in the Collection

The first drop covers nearly 60 products. Bedding includes twin/twin XL and full/queen comforters and sheets priced from $34.95 to $64.95. Accessories such as wearable throw blankets, decorative pillows, and weighted plushies run from $19.95 to $39.95. Fleece tops, sleep pants, and sleep shorts range from $24.95 to $49.95 in sizes XS to XL.

Chief Product Officer Corey Robinson said the collection uses signature Hollister elements including ditsy florals, stripes, and the brand’s seagull motif. He added that future drops will go beyond bedding into blankets and plush items.

The Strategy Behind the Deal

Hollister targets shoppers ages 13 to 22. The back-to-college moment is a direct fit. The National Retail Federation put total back-to-college spending at $88.8 billion in 2025, with dorm and apartment furnishings generating $12.8 billion of that total.

Under the deal’s terms, Hollister and Target co-design the products while Target handles manufacturing. Robinson said the Target partnership gives Hollister access to shoppers who are not currently buying from the brand. “With Target’s brick-and-mortar presence, we should be able to expose the Hollister brand to people who aren’t shopping with us today,” he said.

For Target, the arrangement brings one of retail’s strongest Gen Z brands into its home aisles. Target operates nearly 2,000 U.S. stores and has increasingly relied on exclusive partnerships to compete with Amazon and Walmart in the value segment.

Financials Backing the Move

Abercrombie & Fitch reported record Q2 fiscal 2026 net sales of $1.27 billion, up 5% year over year. Both the Abercrombie and Hollister brands hit quarterly revenue records, with sales rising 8% and 2%, respectively. The company also raised its full-year profit forecast following the report. Shares jumped 35.67% on August 26.

Hollister had reported flat net sales and a 2% comparable sales decline in Q1 fiscal 2026, weighed down by softer demand in Europe and the Middle East. The Target partnership offered a new lever for domestic growth at a time when the brand needed one.

What Comes Next

The collaboration is structured to run through at least spring 2027. Additional product drops are planned for the fall, holiday, and spring shopping seasons. Robinson has signaled the brand sees room to keep expanding the home category beyond bedding, positioning Hollister as a broader lifestyle brand rather than a pure apparel play.