“Target Canada to Sell Roots”

Target, one of the US largest retail chains, is set to conquer the Canadian market this spring. Target is a household name in the US for its partnerships.The retailer recently hosted an event for a selected list of VIPs to unveil its offerings in Canada.John Marioka, the senior vice president of Target, announced the limited time partnership between Target and the famed lifestyle brand Roots. 

Roots are an iconic Canadian brand with a loyal customer base. It prides itself on its made in Canada commitment and Target is expected to hit the right note with potential customers by partnering with Roots for the launch. The Roots line will be inspired by vintage athletics and will feature national imagery and symbols synonymous with the brand, including the beaver, the Maple Leaf and the Roots logo in cursive and block lettering emblazoned on the garments                                                                                    

  The partnership is a win-win situation for both Roots and Target. Forging a partnership with Roots gives Target the luster and tacit endorsement from one of the country’s best-known independent apparel brands. On the other hand, Roots could piggy back on Target’s access to a larger audience and introduce its brand to an entirely new set of customers.

Shailja Agrawal