Target and Hollister's multiseason collaboration generated $16 million in gross merchandise value in its first five weeks, with 70% of that coming from home goods, according to market intelligence firm YipitData.

Target and Hollister, an Abercrombie & Fitch brand, launched the collection of home goods and apparel in June, targeting back-to-school shoppers looking to furnish dorm rooms and refresh their wardrobes before classes started.

The partnership marked Hollister's first move into home goods. It also continued a partnership strategy for Target, which recently released product lines with brands including Champion and Parke.

Third-party data now shows the collaboration delivered for both companies. For Hollister, the upside was customer acquisition: 71% of buyers were new to the brand, per YipitData. For Target, the collection drove share gains in key home subcategories such as decorative pillows and comforters.

Both retailers carried the home collection in stores, but Target's scale made the difference in where sales happened. Target accounted for 96% of sales volume. YipitData wrote in its report that this data point validates "the strategic premise that Hollister could stretch beyond apparel when paired with Target's home infrastructure."

Abercrombie & Fitch called out the partnership in its recent earnings call. CEO Fran Horowitz-Bonadies described it as the brand's "first meaningful wholesale partnership" and a boost to the business overall.

"Having our product in over 1,500 Target locations has also given us access to new Hollister customers across the country, while providing our existing customers new categories available on our owned digital app and web experiences to outfit their dorms," Horowitz-Bonadies told shareholders.

At Target, the results arrive as home goods remains a category under pressure. Chief Merchandising Officer Cara Sylvester was direct about the state of the business.

"In some categories, we're pleased with our progress, and we're seeing meaningful momentum. In others, including home and apparel, our performance is not where it needs to be, and the work will continue into 2027 and beyond," Sylvester said.

The Hollister results suggest brand partnerships offer Target one lever for reigniting a home category that leadership expects will need work well into 2027.