Target Launches First Private Label Electronics Brand

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Target Launches First Private Label Electronics Brand

By Cyndi Loza - 06/22/2018

Target launched its first private label electronics brand, Heyday, early this month.

Encompassing more than 150 tech accessories ranging in price from $4.99 to $59.99, the line includes a round, pink Bluetooth speaker with gold buttons, an iridescent phone charging cable and a floral printed case for Apple’s iPhone. The items were created to be colorful and have “luxe accents and elevated monochromatic designs,” according to a June 7 post on the retailer’s A Bullseye View blog.

In stores, the collection enjoys secondary merchandising space via dedicated endcaps outfitted with a header. A page within also spotlights the SKUs, sorting the line by product type — such as Bluetooth speakers or headphones — and design-types “luxe life,” “graphic glory,” “time to shine” and “you do hue.”

“Target is known for creating exclusive brands that are stylish, inspirational and affordable. When we looked at the current options our guests had in electronics, we saw an opportunity to apply some of that magic, taking tech from purely functional to fashionable and fun,” said Mark Tritton, Target executive vice president and chief merchandising officer, in the post. “With the introduction of Heyday — our first internally designed and developed brand in electronics — we’re giving guests another reason to choose Target, with quality, value and style they won’t find anywhere else.”

Target has been steadily growing its private label assortment. This year, the retailer rolled out a private label line of women's apparel and accessories, Universal Thread, and a line of home furnishings called Opalhouse. Target also plans to launch a line of kitchen, furniture, decor and home accessories dubbed Made By Design later this month, as well as apparel and accessories brands Wild Fable and Original Use in August.

“The introduction of these new brands provides us with a really exciting opportunity to create stronger relationships with the next generation of guests and show them, authentically, the role Target can play in their lives now and into the future,” says Rick Gomez, Target evp and chief marketing officer, in a May 23 A Bullseye View post announcing the launch of Heyday, Wild Fable and Original Use. “Younger guests are looking for support to express their creativity and individuality, whether that’s what they wear or how they show up in the world. Target can help them do just that by creating brands and experiences that reflect their interests, lives and voices.”