Target launches budget priced brand

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Target launches budget priced brand

By Louisa Hallett - 10/08/2018
Target is living up to the "pay less" aspect of its value proposition with a new private label line that features a minimalist packaging design and sub-$2 price points.

Target develops a private label product design to ‘get the job done,’ regardless of the budget of the consumer.

The company announced the introduction of Smartly, a new lower-priced owned brand comprised of more than 70 items, such as hand soap, paper plates, household cleaners and razors, with most items less than $2. The collection will arrive in stores and on Target.com beginning Oct. 14, and will be available year-round.       

"Over the past few years, Target has launched more than 20 owned and exclusive brands across our multi-category assortment. The introduction of Smartly is another example of how we are listening to consumers and bringing them solutions to make their lives easier," said Mark Tritton, Executive Vice President and Chief Merchandising Officer of Target. "Smartly offers incredible value, looks great and most importantly, gets the job done. It broadens our assortment to give guests even more options to find the product that's right for them, regardless of their budget."

According to the company, by introducing a new lower-priced option to Target's Essentials assortment, Smartly offers guests reliable everyday items that they can be confident to use and proud to display in their homes. Products will be sold individually or in small multi-packs, perfect for guests living in small spaces and offering a lower-priced brand that doesn't require purchasing in bulk.

Prices range from $0.59 to $11.99, with most under $2. In addition to incredible value, Target's product design and development team doubled down on design and key attributes, such as a variety of fragrances developed in partnership with master perfumers. For example, liquid hand soaps will be found in fragrances such as Rain Shower and Lavender, and all-purpose cleaners will be available in scents like Ocean and Citrus Grove.