Aussies snap up Target’s new Active Studio Soft range

Shoppers are raving about a pair of skin-tight bike shorts that retail for a fraction of the price as a cult Aussie favourite.

Aussies are going crazy over a $20 “dupe” of a cult pair of bike shorts that retail for four times the price.

Target recently launched new Active Studio Soft range, a collection of workout gear designed for yoga and pilates, that is also versatile enough for everyday wear.

Garments are priced between $20 to $30 and are available in sizes 8 to 18 – but despite only just hitting shelves across the country, the budget retailer has revealed many items have already “sold out”.

“Since the recent launch of our new Target Active Studio Soft collection, we’ve seen such great demand, with many styles selling out in store and online already,” Carrie Kirkman, Target Australia’s General Manager of Merchandise, told news.com.au.

“Our bestsellers include two new styles: Active Studio Soft Bike Short and Active Studio Soft Flare Pants.

“Early feedback from our customers is that the range is ticking all the boxes: its buttery-soft fabric, quality, comfort, style and – of course – the price.”

Social media users agree, with many raving about the new activewear collection on TikTok, with one even describing Target’s newest bestsellers as “dupes” of two popular Lululemon products.

“FYI, there are Lulu dupes in Target,” one user declared in a video.

The Canadian activewear brand’s Align High-Rise shorts retail for $79 while the Groove Nulu Super-High Rise Flared Pants are priced at $139.

In comparison, Target’s Active Studio Soft Bike Shorts cost $20 and the Active Studio Soft Flare Pants will set shoppers back $30.

Shoppers are raving about these $20 bike shorts. Picture: TikTok/@taliavogel

They have even been compared to the Lululemon Aligh shorts that retail for $80. Picture: TikTok/@lydiajwootton

One of the primary reasons Lululemon products retail at higher prices is the premium quality of its materials, but those who are on a budget due to current cost-of-living pressures have said Target’s latest offering is a “great affordable option”.

“It’s the exact same,” one happy shopper claimed.

“I don’t care what anyone says, these shorts are just like Lulu,” another agreed.

Carrie Kirkman, Target Australia’s General Manager of Merchandise, said the $20 shorts and a pair of $30 flared pants were ‘selling out’. Picture: Supplied

The range is stocked in sizes 8 to 18. Picture: News.com.au

Ms Kirkman said the store had upped its game in the athleisurewear department as the clothing style “continues its popularity among Aussies”.

“We’ve really honed-in on how we can provide a perfect balance of functional, comfortable and stylish activewear that can easily blend into your everyday essential wardrobe, and we look forward to seeing its continued success,” she told news.com.au.

Following the frenzy online, many declared they were “running” to the discount store to get in on the action, as other said they had already “added to cart”.

“I love these, so good,” one wrote on Instagram.

“Can’t wait to try,” shared another.

The flared pants are also a bestseller. Picture: Instagram/Target

The new launch comes after Target reassured customers its beloved womenswear range wouldn’t be discontinued as part of the store’s a $10 billion merger with Kmart, which took place at the start of the year.

The move, announced by parent company Wesfarmers in July 2023, saw some of Target’s much-loved homewares items and kids toys replaced with Anko offerings as the two stores became a singular business.

But Ms Kirkman exclusively told news.com.au in May the cult-clothing range was here to stay.

“There are no plans to add Kmart fashion apparel to Target stores,” she told news.com.au at the time.

“High quality apparel and soft homewares at an affordable price point is what Target has been famous for over the years and we’re doubling down on ensuring we deliver what our customers expect.

“In areas where Target doesn’t differentiate so clearly like toys and pets, Anko now forms the range – and our customers are responding positively to these changes.”