Target Launching New Value-Focused Household Brand

Target is introducing a new value-focused private brand called Smartly, offering household items such as body lotion, paper plates and razors—most with prices under $2.

The Minneapolis-based mass merchant is keeping price points sharp partly by keeping pack sizes small and stylish—and passing that off as a benefit for space-constrained shoppers. For Target, it’s a sophisticated new approach to meeting shopper demands for value while striking back at discounters and single price-point online retailers such as Brandless.

“Where we see white space and an opportunity to bring Target’s guests something differentiated, we’ll go for it,” Mark Tritton, EVP and chief merchandising officer of Target, said in a statement. “The introduction of Smartly to our owned brand portfolio is another example of how we are listening to consumers and bringing them differentiated solutions to make their lives easier. Smartly is affordable, looks great and most importantly, gets the job done.”

Photograph courtesy of Target

Target said the Smartly line includes more than 70 items that cost approximately 70% less than branded counterparts. They will arrive in Target stores beginning Oct. 14 with new items set to roll out through early 2019.

“For Smartly, our team dug deep to pinpoint exactly what guests were looking for in essentials and personal care—namely, lower-priced options unlike anything Target has offered before,” the company said in a blog post.

According to Target, with products sold as single items and offered in small multipacks, “it’s not only perfect for value-conscious guests but for guests living in small spaces without ample storage.” Target is in the midst of a rollout of small stores in cities such as New York.