It is being looked at as something special for the Canadian launch. It is an iconic Canadian brand that could further help in Targets initiation into the Canadian retail landscape. Target is using this as a step in order to open up other collaboration opportunities with other Canadian brands as well as help bring more value to Target that will hopefully overshadow some of the flaws involving price discrepancies from the US target locations.
Roots and Target,
Picture From: canada.roots.com