Target teams with Eddie Bauer for camping line – Brief Article
MINNEAPOLIS — Target Stores continues its drive toward differentiation with the addition of an Eddie Bauer branded line of camping and outdoor gear, an expanded E*Trade financial services program to additional SuperTarget locations and full sponsorship of the most recent run of “Survivor II.”
Management revealed last September that it would be launching a line from Eddie Bauer, and the first such product will hit stores this month. Although Target has a history of high-end exclusive partnerships, dating back two years to the launch of its Michael Graves program, this marks the first time the retailer has embarked on a line in the sporting goods category.
The introduction of the Eddie Bauer line will help Target differentiate a previously untapped category.
But the line is not wholly exclusive. According to Jane Loeb, spokeswoman for Eddie Bauer, the company has a licensing arrangement with American Recreation Products, which struck a deal to distribute the line exclusively in Target Stores throughout 2001.
After that, “There will perhaps be an additional collection of items that will be distributed in other outlets,” said Loeb. Most likely in upscale camping equipment stores, rather than competitive discount chains. “But we’re still looking at the possibilities,” added Loeb.
The line includes tents, sleeping bags, rain gear, furniture, backpacks and accessories. Prices range from $29.99 for a rain jacket and pant set to $129.99 for a backpacking tent.
Eddie Bauer, a company that was founded as a camping and outdoor market supplier, phased that business out in the mid-1990s when it began focusing more on the active lifestyle category. The line will not be found at Eddie Bauer stores or catalog operations, and will rollout to Target stores and Target.com simultaneously, said Patty Morris, a Target spokeswoman.
Separately, Target will open 20 E*Trade Zones in SuperTs in 2001, expanding from its single-store test in Roswell, Ga. The 400-sq.-ft. department replaces the typical bank outlet found in most supercenters and offers consumers on-site financial services, interactive kiosks connecting to the Internet and E*Trade’s Web site, and branded ATMs. The companies operate a co-branded Web site and participate in cross-promotional and marketing events.
The plan allows for E*Trade Zones to be added to 20 more of the 30 existing SuperT’s, including units in Birmingham and Trussville, Ala.; Superior, Colo,; and Dallas/Ft. Worth, Frisco, Hurst and Watauga, Texas. The company has yet to open stores in Denver and Thornton, Colo.; Lauderhill, Fla.; Duluth and Woodstock, Ga.; Omaha, Neb.; and Arlington, Dallas, Euless, Houston, Missouri City and Sugarland, Texas. A timetable for the rollout has yet to be determined.
And, to top it all off, when “Survivor II” premiered after the Super Bowl, Target was once again a sponsor. The retailer scored a promotional coup last year with its participation in the show’s first run, and apparently expects year two to yield similar results.
“Our partnership with ‘Survivor’ this past summer was a greater success than anyone had even dreamed,” said Michael Francis, senior vp of marketing. Our challenge now is to outdo ourselves.”
COPYRIGHT 2001 Lebhar-Friedman, Inc.
COPYRIGHT 2001 Gale Group