Target launches new private label brand, Dealworthy

Target has launched a new private label brand, Dealworthy. Starting at less than $1 and with most under $10, the Dealworthy items span apparel and accessories, essentials and beauty, electronics and home items. In electronics, some items, like phone cases, will be priced 50% lower than any other brands sold at Target. The first Dealworthy products will arrive in February in stores and on Target.com, and new products will continue to be introduced throughout 2024 and early 2025, including power cords, undergarments, socks, laundry detergent, dish soap and other items.

“With the introduction of our newest owned brand, dealworthy, consumers can shop hundreds of everyday basics at incredibly low prices, without sacrificing quality for the price,” said Rick Gomez, executive vice president and chief food, essentials and beauty officer, Target. “We know that value is top of mind for consumers, and dealworthy, backed by our owned brand promise, will not only appeal to our current guests but position us to attract even more new shoppers to Target.”

Target’s portfolio of owned brands contributes to more than $30 billion in sales annually, according to the retailer. Target also recently announced it would be expanding its Up&up private label brand.