02.20.24
Target Corporation has rolled out a new low-price owned brand called Dealworthy that the retailer said is designed to give consumers “incredible value on nearly 400 everyday basics.” Prices start at less than $1 and the assortment includes beauty and home items.
"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," said Rick Gomez, executive vice president and chief food, essentials and beauty officer, Target. "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."
Dealworthy also is backed by Target's owned brand promise that allows consumers who are not satisified with any Target owned brand item to return it within one year with a receipt for an exchange or a refund.
The first Dealworthy products arrive in February in stores and on Target.com. New products will continue to be introduced throughout 2024 and early 2025, including laundry detergent, dish soap and more.
It recently upgraded its Up&Up line, which debuted 15 years ago.
Target reformulated 40% of existing Up&Up products to meet new, higher quality standards; added hundreds of new products and updated packaging.
According to Gomez, the Up&Up brand generates nearly $3 billion in sales every year for Target.
Up&Up’s refresh includes improved toothbrushes. The company made all of oits replaceable-head adult and kids’ toothbrushes interchangeable, fitting into all the toothbrush handles we develop. They are interchangeable with Sonicare products, too. Up&Up has new scents for baby, household cleaning, bath and body, soap and pet products. Packaging upgrades include easier to open packs and more sustainable materials.
Packaging for items like body lotions, baby wash, shampoo and cleaning sprays was developed in partnership with occupational therapists to make them more comfortable to hold and use, said Target.
"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," said Rick Gomez, executive vice president and chief food, essentials and beauty officer, Target. "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."
Dealworthy also is backed by Target's owned brand promise that allows consumers who are not satisified with any Target owned brand item to return it within one year with a receipt for an exchange or a refund.
Private Label Brands Are Growing
According to the Private Label Manufacturers Association (PLMA), private label dollar sales in all outlets climbed 4.7% last year to $236.3 billion in 2023 vs. 2022. Beauty, while a small segment, boasted the biggest dollar share category growth in 2023. According to PLMA, the category rose 10.5% bringing in just over $3.9 billion for retailers.The first Dealworthy products arrive in February in stores and on Target.com. New products will continue to be introduced throughout 2024 and early 2025, including laundry detergent, dish soap and more.
Target’s Owned Brands Portfolio
Target says it portfolio of owned brands contributes to more than $30 billion in sales annually.It recently upgraded its Up&Up line, which debuted 15 years ago.
Target reformulated 40% of existing Up&Up products to meet new, higher quality standards; added hundreds of new products and updated packaging.
According to Gomez, the Up&Up brand generates nearly $3 billion in sales every year for Target.
Up&Up’s refresh includes improved toothbrushes. The company made all of oits replaceable-head adult and kids’ toothbrushes interchangeable, fitting into all the toothbrush handles we develop. They are interchangeable with Sonicare products, too. Up&Up has new scents for baby, household cleaning, bath and body, soap and pet products. Packaging upgrades include easier to open packs and more sustainable materials.
Packaging for items like body lotions, baby wash, shampoo and cleaning sprays was developed in partnership with occupational therapists to make them more comfortable to hold and use, said Target.