You ask to see my clothes at Target like… ever. For years I was like yeah me too, except hmmm that’s really hard to do. But guess what?
IT HAPPENS. 😭
On December 28th, Blogilates will be in front of all Target stores. All because of you!!
Storytime.
Four years ago, almost to the day, I wrote a blog post just like this one. My heart was bursting with excitement (mixed with anxiety), just like it is now. In December 2020 I announced the first launch of Blogilates at Target! It was a test program and I was very nervous. I didn’t know what to expect.
And then, you left the shelves empty.
You sold out of everything before the trial was even over because of your enthusiasm, love, and care (thanks for clearing the shelves with me, btw). The target decided to hold Blogilates in store and we are still there today, 4 years later!
Fast forward to last year around this time.
The apparel team at Target reached out and asked to visit me and the design team to see what we were doing. They had seen the development of POPFLEX and wanted to know more. Mmmm what?!
So I spent last Christmas making the most intense deck of my life while living the most intense time of my life. Literally. We were in the middle of moving to a new office in Los Angeles while also setting up a new design studio in Atlanta while Sam and I were moving houses. All this while doing fittings, photoshoots and launches. It was insanity.
But we did it! Target executives flew out to come see our lil baby in our design office in Atlanta and yes…we were all KNITTED, but we knew this was our one chance to prove that we could really be a brand at Target. We’ve decided to introduce an affordable line of activewear – something you’ve been asking for forever!
So, we got to work and prepared a 108-slide deck to show every reason why a Target apparel collaboration would make sense, leading with YOU first. Thanks for leaving comments on all my pages over the last few years because those comments are exactly what I’ve driven the show with!
I will never forget the energy of our team the night before our presentation. It was like a group of students huddling together for a final project, except the energy was unlike anything else I’d ever experienced at school. Everyone wanted it BAD. The whole team gave it their all, not a single slacker in sight.
Even my fingernails cooperated as I put them in the car.
On the big day we presented and fortunately did not encounter any crickets. PHEW. There were questions and there seemed to be genuine excitement! After the 5 hour meeting, we were so happy but also a bit delirious. TBH I thought we made it!
But then we didn’t hear from them for weeks, and we feared that we hadn’t, in fact, hit an ace. I told myself if it was meant to be then it would be and tried to stay positive. And then, I got the call. Blogilates goal is wanted front and center in the gate area as soon as you walk in. In all 1800 stores. COMPLETE COLLECTION.
They wanted to bring my vision of affordable activewear to life.
i died
And he got to work right away. Then for the next several months I died almost every week trying to figure out how we can design for 2 brands at once. First of all, this was a much faster development schedule than POPFLEX. We usually give 1-2 years for a style and this time we had to do it all in a few months which was really scary.
Keep in mind that the entire product development team that worked on this collection was literally 7 people. SEVEN. We’re not big at all. We are a very small business now working with one of the biggest companies in the entire world.
Were we scared? Yes. Extremely. But it was clear early on that we had to face this head on and transform from a small to a big business overnight if we wanted to do that. There was no rest and no training period. We just had to GO and learn and make mistakes as we went along. There were many fires along the way and problems piled up every week.
I am so exhausted. The team really gave it their all in this collection. And now we’re two days away from the launch of my second clothing brand, Blogilates exclusively at Target.
I can’t believe I’m saying this. I can’t believe this boom, just like that, Target is going all in and putting my designs on the front of the store. And the craziest thing of all, in all 1800 stores. 1800 ALL!! I feel so grateful, so exhausted, and like I won the retail Superbowl.
Well, let’s see if you like it, and then I’ll feel like I really won.
December 28 is the day! It will be a 6-week trial, which means if you show you like it (by buying it), then Target might want to bring the brand back into the store. If not, it’s over. That’s all.
My intention for this collection was not only to bring you affordable, but also a romantic take on activewear that is naturally functional. Can’t wait to see them all in real life! And to try things before you buy!! In the meantime, you can go to Target.com to preview all styles and love your favorites before it goes live.
Oh and please come to the store to celebrate with me! Each store will have the collection at the front of the clothing section, right when you walk in. TAKE PHOTOS and tag me @blogilates! I want to see, huh!
Who knew that uploading a Pilates workout to YouTube in 2009 would lead to THIS? I am so grateful to have fulfilled my childhood dream. Thank you for believing in me and supporting me on this wild journey!
