Auden, Target's new lingerie line, is the product of two industry forces: retailers competing on private-label brands, and a Victoria's Secret-sized void in the market. The retailer will be phasing out its existing line for lingerie and sleepwear, Gilligan & O'Malley.
Who makes Gilligan and O Malley?
GILLIGAN & O'MALLEY Trademark of TARGET BRANDS, INC - Registration Number 1074619 - Serial Number 73106562 :: Justia Trademarks.
Is Stars above the same as Gilligan O Malley?
And Stars Above is built around sleep-friendly loungewear. (Gilligan & O'Malley, Target's current in-store intimates brand, will be retired.) It's the latest in-store label overhaul for Target, which since 2017 has debuted in-store clothing names, ditching longtime brands like Mossimo and Circo.