Target Adds to Private Brand Portfolio

January 11, 2010
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Target Corp., Minneapolis, said it added two new brands to its private label portfolio. First, Target announced its acquisition of the Smith & Hawken brand and other intellectual property from Smith & Hawken Ltd., a subsidiary of Marysville, Ohio-based The Scotts Company LLC. Target, which already offers high-quality and affordable outdoor furniture, gardening and décor products through the Smith & Hawken for Target brand, said it is excited about the opportunities it has with the newly acquired brand and will share plans for expanded offerings in the future.

“We’re thrilled to own such an admired and iconic brand,” said Kathee Tesija, executive vice president of merchandising at Target. “We believe the Smith & Hawken brand complements our existing portfolio of owned brands and provides our guests with another compelling reason to shop Target.”

In addition, Target launched Giada De Laurentiis for Target, an “exclusive line of affordable cookware products and specialty food items perfect for making budget-friendly meals at home.” De Laurentiis, an award-winning chef and popular culinary personality, brings her love and knowledge of food to this collection, Target said.

The assortment of products ranges from kitchen gear (cookware, ceramic bakeware, kitchen tools and more) to food products (pasta varieties and sauces, light vinaigrettes, fresh pesto, coffees and more), all designed with the at-home cook in mind, the retailer noted.

“It is so exciting to pass along my family’s cooking traditions to America’s home chefs,” De Laurentiis said. “The products I’ve designed for this line are essential in my own kitchen, and now, through my partnership with Target, at-home cooks will be able to make effortless meals affordably.”

Target added that De Laurentiis will use her culinary expertise to serve as a spokesperson for the selection of affordable groceries available at Target and SuperTarget stores.

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