Private Label Buyer

Target Makes ‘up & up' Launch Official

June 25, 2009

Minneapolis-based Target Corp. officially announced the re-launch of its Target brand as “up & up” in a June 25 press release. The retailer said the renamed brand delivers “low prices and great quality with an expanded product selection and a unique new design.”

The up & up products encompass more than 800 everyday essential products across Target stores, including household, healthcare, beauty, baby and personal care. Target said it has been phasing the products into stores since March. Almost 100 of the items represent new products.

“Our guests are savvy and know they don’t have to spend a lot to get high-quality products,” said Mark Schindele, Target’s senior vice president of merchandising. “By re-launching Target brand as up & up, we’re able to create a unique identity for this powerful owned brand. The new packaging incorporates an element of design, giving us the opportunity to deliver on both the ‘expect more’ and ‘pay less’ sides of our brand promise.”