1. Channel: Mass

Target Launches New Private Label

Target has announced the launch of its new “dealworthy” private label that it says “features low prices on nearly 400 everyday no-frills basics, providing incredible value on apparel & accessories, essentials & beauty, electronics and home items — from laundry detergent and toothbrushes to undergarments, paper plates and more — without sacrificing quality for the price … dealworthy items will continue to roll out through 2024 and into early 2025.”

Rick Gomez, Target’s executive vice president and chief food, essentials and beauty officer, said in a prepared statement:  “With the introduction of our newest owned brand, dealworthy, consumers can shop hundreds of everyday basics at incredibly low prices, without sacrificing quality for the price. We know that value is top of mind for consumers, and dealworthy, backed by our owned brand promise, will not only appeal to our current guests but position us to attract even more new shoppers to Target.” 

CNN writes that “the entrance of Dealworthy means a shakeup of two other Target budget-focused brands that it produces: Smartly and Up&Up. The former, which largely focused on household essentials like soap and trash bags, will be discontinued and replaced by Dealworthy items … Up&Up, another affordably priced Target brand, is getting a redesign and will be priced slightly higher than Dealworthy. Those products, which span 2,000 items from toothbrushes to now dog grooming supplies, have been upgraded to meet ‘higher quality standards’ and cost less than $15, Target recently announced.”

KC’s View:

Here is a pic of the new private label brand:

I have no idea whether this move will be successful for Target, but I have to say that the look is very reminiscent of how generics were marketed 40 years ago.

Maybe that’s retro.  Or maybe it is just dusting off an old idea and hoping that it can work.  Again. 

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