Why Target’s New Plus-Sized Line Could Redefine $17.5 Billion, Underserved Market

Target TGT -1.15% rolls out high-profile designer collections all the time. But its latest line could be a game changer for a woefully underserved market.

When the nation’s second largest general merchandise retailer rolls out a plus-sized line to its 1,800 stores that’s built from scratch, attention must be paid.

Target’s new 90-piece, AVA & VIV collection will hit stores mid-February, featuring both trend-driven items and fashionable basics that will be updated monthly, with prices ranging from $10 to $79.99. The line imparts a “happy, vibrant and chic” aesthetic, Stacia Andersen , senior vice president of merchandising for apparel and accessories, told Forbes at a press preview of the line last week. “There’s something for everyone.”

It’s designed to fill a void in the market and reflects the retailer’s new commitment to serving full-figured women. “We’re working to bring great style to everyone, and put our stake in the ground” with the plus-sized market, she said.