Wait… Is This Really Happening?!
You’ve been asking to see my clothes in Target for like… ever. For years I was like yeah me too except ummm that’s really hard to do. But guess what?
IT’S HAPPENING. 😭
On December 28th, Blogilates is going to be in the front of all Target stores. All because of you!!
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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 right now. In December of 2020 I was announcing the first launch of Blogilates at Target! It was a test program, and I was sooo nervous. I didn’t know what to expect.
And then, you left the shelves empty.
You guys sold everything out before the test period was even over because of your enthusiasm, love, and care (thank you for cleaning the shelves with me, btw). Target decided to keep Blogilates in store and we’re 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 up to. They had seen the growth of POPFLEX and wanted to know more. Ummm what?!
So I spent last Christmas making the most intense deck of my life while also living the most intense time of my life. Literally. We were in the middle of moving into a new office in LA, while also setting up a new design studio in Atlanta, while Sam and I were moving houses. All while doing fittings, photoshoots, and launches. It was insanity.
But we did it! The Target execs flew out to come see baby lil us at our Atlanta design office and yes…we were all FREAKING out but knew this was our only chance to prove that we could really be a brand at Target. We decided to pitch an affordable activewear line – something you guys have been asking for since forever!
So we got to work and prepped a 108-slide deck to show every reason why an apparel partnership at Target would make sense, leading first with YOU guys. Thanks for leaving comments all over my pages for the past few years because these comments are the exact ones I led the presentation with!
I’ll never forget the energy of our team the evening before our presentation. It was like a group of college students cramming together for a final project, except the energy was unlike anything I’d experienced before in school. Everyone wanted it BAD. The entire team gave it their all, not a single slacker in sight.
Even my nails cooperated as I applied them in the car.
On the big day, we presented and luckily we were not met with crickets. PHEW. There were questions and there seemed to be genuine enthusiasm! After the 5-hour meeting, we were SO happy but also kinda delusional. TBH I thought we aced it!
But then afterwards we didn’t hear from them for weeks and we were scared we did not, in fact, ace it. I told myself if it was meant to be, then it would be and tried to stay positive. And then, I GOT THE CALL. Target wanted Blogilates front and center at the gateway space right when you walk in. At all 1800 stores. A FULL ON COLLECTION.
They wanted to bring my vision for affordable activewear to life.
I died.
And got to work immediately. Then, for the next several months I died almost every week trying to figure how HOW do we actually pull off designing for 2 brands at the same time. First off, this was a much faster development timeline than POPFLEX. We usually give 1-2 years for one style and this time we had to get it all done in a matter of 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’re very much a small business now working with one of the biggest companies in the entire world.
Were we intimidated? Yes. Extremely. But it was clear early on that we had to face this head on and transform from small biz to acting like a big biz overnight if we wanted to make this happen. There was no rest and no training period. We just had to GO and learn and make mistakes as we went. There were a lot of fires along the way and problems piled on week after week.
I’m so exhausted. The team truly gave everything to this collection. And now we’re two days away from launching my second clothing brand, Blogilates exclusively at Target.
I can’t believe I’m saying that. I can’t believe that boom, just like that, Target is going all in and putting my designs at the front of the store. And craziest of all, in all 1800 stores. ALL 1800!! I feel so grateful, so exhausted, and like I won the retail Superbowl.
Well, actually let’s see if you guys like it, and then I’ll feel like I truly won.
December 28th is the day! It’s going to be a 6 week test, which means if you guys show that you like it (by buying it), then Target may want to bring the brand back in store. If not, it’s over. That’s it.
My intention for this collection was not only to bring you affordability, but also a romantic take on activewear that is of course functional. I can’t wait for you to see everything in real life! And to try things on before you buy!! In the meantime, you can go to Target.com to preview all the styles and heart your faves before it goes live.
Oh and please go in-store to celebrate with me! Every store will have the collection at the very front of the apparel section, right when you walk in. TAKE PICS and tag me @blogilates! I wanna seeeee!
Who knew that uploading a Pilates workout to YouTube in 2009 would end up leading me to THIS?! I’m so grateful to live out my childhood dream. Thank you for believing in me and supporting me along this wild journey!
18 thoughts on “Wait… Is This Really Happening?!”
There are 18 comments posted by our users.
I’m dying to know what Target plans to do?! 6 week test?! When will they go permanent restock? I ruined my black cloud hoodie and can’t replace it yet.
Hi! I just have one question, will blogilates be staying at target? It’s because I’ve been wanting to go buy something but it’s all not in my size, and I’m worried that by the time they restock, I’ll miss it.
Also I have no idea what a “website” is,(ik it’s a URL) what do I put in the field? I’m sorry I’m just gonna put a random one so I can post the comment.
They’re all sold out and I wanted all of the colors lol the hoodies are so comfortable. Will there be a restock at target?
If you can bring by affordability to target while retaining the quality and style, bye bye lululemon. I felt the material and it’s very on par with lululemon. I’ve been wanting to purchase from your website but haven’t pulled the trigger and I’ve always kept an eye on your brand because I love the designs. I finally purchased the marshmallow hoodie and it was magical. I don’t think I have a sweater I can say that makes me feel this cute and it’s THICK. For $35 too?! What a STEAL!!! I am also not the person to go out of my way to write to brands and I felt the need to tell you that you have my 100% support. If your brand stays in Target, I will have a go to activewear brand that doesn’t break the bank! Keep doing what you’re doing!!
I have popflex items and was sooo excited to get some Blogilates pieces. I got three things on the release day in my size and was so obsessed with the full zip that the very next day I tried to get it in any other color and all 4 colors are sold out in stores and online in all sizes from xs-3xl. I was so sad because I’ve been living in this sweatshirt and never want to take it off but I’m so happy it did so well. Hopefully that means it will be restocked later!!
You are wonderful Cassey. I only wish I’d live in the US to go and buy it in Target. I absolutely love your clothes and accessories.
If this trial run does well (and it’s doing amazing – in my area much of it is gone the first day) will you relaunch and restock these current items? I wanted them so bad but my size was gone instantly
Will you ever be on the shelves of Australian Targets?!
Went today for some last minute shopping before our last Christmas gathering of the season, and was pleasantly surprised! I had no idea this was happening. I’ve bought several items for myself online, but today I got to gift some of my favorites to my mother and sisters. It was a real pleasure! So so happy about this. They were in LOVE with everything, and it was all so “buttery soft”. Thank you thank you thank you! Ahhhhh <3
You’ve come so far, and I’m SOOOOOO excited for your clothing to be at target!!!!!!!!!!!!!!!!! You have truly inspired people to persist and work through challenges, and I adore you for that and everything you do!!!!!!!!!!!!
12/28, 3pm ET and all the 3x are sold out?!?! In store and online. Please please please restock! Especially the off the shoulder dance sweatshirt! <3 (would love one in the grey heather and black) TYSM
I was super excited when I saw the announcement! It felt very serendipitous since the 28th is my birthday. I ended up buying a couple of items, but was limited since plus sizes were sold out on almost every item in the colors I had previously selected, while it seemed standard sizes were not an issue. I wish the plus sizes were plentiful. Fingers crossed and hoping things turn out great so Blogilates clothes stay in stores and can replenish sizes; I would love to snag the others in the colors I wasn’t able to grab this launch!
Do you know exactly what time they will launch online? I will pull an all-nighter! 😴
I was wondering the SAME thing! (Ps hi sister,! I love you!)🤍🫶
You are seriously amazing!! I can’t believe how hard you worked to make this happen!! You have inspired me so much over the past few years and I hope you continue to inspire others! Also I’m so excited to see your new clothing line in Target!!
This is incredible, Cassey! I’ve been buying Popflex for a few years now – I’m actually chilling at my in-laws’ house in my Popflex leggings and Cloud Hoodie right now! ❤️
I’d love to see this chain available in the UK too, if that’s a possibility in the future! I can’t get enough 😂
I’m excited to see this affordable line of fitness apparel. I will likely look at it.
However, I wish that choosing the route of Target store, in my opinion is a shame. Target is one of the most “woke” companies and stores. Please keep this in mind for in the future. I don’t believe you need Target to assist you in your business. Go it alone.
Way to bring a happy and joyous moment down with your political views and opinions.