Hollister and Target team up on dorm goods for college shoppers

Hollister is moving into dorm and home goods through a new partnership with Target, a bid to reach college shoppers in a spending category worth tens of billions of dollars. CNBC reported that the Abercrombie & Fitch-owned brand will sell bedding and apparel in a collection designed with Target.

The line, called The Hollister Collection at Target, is scheduled to debut June 28 online, in most Target stores and in some Hollister locations, according to CNBC. The assortment will include nearly 60 products across men’s and women’s apparel and bedding.

The deal gives Hollister its first entry into home and dorm decor, CNBC reported. The brand has traditionally centered on apparel and is aimed at customers ages 13 to 22.

Both companies are trying to find new ways to persuade shoppers to spend as discretionary purchases soften and consumer confidence weakens, according to CNBC. Hollister has been growing over much of the past year, but the company is seeking broader reach by adding categories beyond clothing.

Target brings store scale

Target already has a sizable home and dorm department, CNBC reported, and has often used limited brand partnerships to set itself apart from competitors. CNBC cited past Target collaborations with Kendra Scott, Diane von Furstenberg, Bombas and Champion.

For Hollister, Target’s store network offers exposure to shoppers who may not already buy from the brand. Corey Robinson, chief product officer for Abercrombie and Hollister, told CNBC that Target’s physical-store presence should help introduce Hollister to new customers while giving current customers more reasons to buy.

Under the arrangement, Hollister and Target are collaborating on the product designs, while Target will oversee manufacturing because of its experience in the category, Robinson told CNBC. The partnership is expected to run at least through next year, with additional product drops planned for fall, holiday and spring 2027 shopping periods.

Back-to-college spending draws retailers

The National Retail Federation said the back-to-college market reached $88.8 billion last year, equal to about $1,325 for each participating shopper, according to CNBC. Spending on dorm or apartment furnishings hit $12.8 billion in 2025, ranking behind only electronics and computer-related equipment within the category, the NRF data showed.

Robinson told CNBC that the partnership can expand beyond bedding into items such as blankets, wearable blankets and plush products. He said dorm shopping is especially relevant to Hollister’s target age group, and seasonal updates give shoppers reasons to refresh their rooms.

The Hollister move follows another category expansion inside Abercrombie & Fitch. CNBC reported that the company’s namesake brand has begun selling outside footwear labels including Puma, Sperry and Hunter, part of a wider effort to draw new customers and encourage existing shoppers to spend more.

This story draws on original reporting from CNBC.