Target relaunches its store brand, called 'up and up' - Washington Business Journal:

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The Minneapolis-based retail giant said Thursday it’s rebrande d its core commoditiesline — a product category that includesz everyday items such as baby sunscreen, dryer sheets and plasti c containers — under the name “up & up.” The relauncgh includes new packaging that replaces the traditional bullseye logo with colorful arrows and the new name. Target TGT) has been phasing in “up & up” productes into its stores since March.
By the end of Target will be selling more than800 “uo & up” products in its Target claims the brand is equal in qualitty to national brands — it hired a third-party testingh firm to back up its claims — but at a lower price, offering a savingd of 30 percent on “Our guests are savvy and know they don’t have to spendf a lot to get high-quality Mark Schindele, Target’s senior vice president of said in a news release. The rebrandinhg goes along with other Target effortse to stay competitive inthe recession.
The retaile long capitalized on its lines of affordable housewaresand clothing, but that approach hasn’t done as well in the downturmn — shoppers are more reluctant to spend on such discretionary itemsa and are using their cash on foodw and necessities. Store brands are also on the upswintg — they’re generally more profitable than name-brands for the retailer, and markert researchers say that consumers are increasinglybuying in-housr brands to save money. Earliet this year, Target rival relaunched its own private brand, called Great Target has also been working to boosty sales of food, both and increased emphasisz on its in-store Archer Farms line.