Target Launches New Line to Compete with Discounters

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Target Launches New Line to Compete with Discounters

By Cyndi Loza - 10/29/2018

Target has rolled out a new home essentials and personal care private label for the budget-conscious and space-constrained shopper.

Rolled out to stores and on Oct. 14, Smartly encompasses 70 SKUs ranging from all-purpose cleaner and body lotion to paper plates and razor blades. Items are available in single sizes or small multipacks and range in cost from 59 cents to $11.99, with most SKUs costing under $2. In stores, shelf talkers tout the SKUs communicating the brand is "only available at Target." A brand shop within also supports.

Priced at about 70% less than similar products from national brands, the line was created to give cost-conscious shoppers more options in essentials and personal care at a lower price point, according to an Oct. 7 “A Bullseye View” blog post. (The new line even undercuts prices on private label Up & Up — which also includes toiletries and packaged household items — by about 50%, according to The Wall Street Journal.) Shoppers living in small spaces without ample storage can also benefit from the line's single items and smaller multipacks.

Mark Tritton, Target’s chief merchandising officer, told The Wall Street JournalSmartly is an attempt to compete with generic brands at drugstores and discount chains.

“It’s about showing people that I don’t have to go to Aldi or I don’t have to go to Dollar General to find what I’m looking for,” Tritton said in an interview with the newspaper.

Over the past few years, Target has launched more than 20 private label and exclusive brands including its first private label electronics brand, Heyday, in June and apparel brands Wild Fable and Original Use in August.

“Smartly offers incredible value, looks great and most importantly, gets the job done,” Tritton said in a media release. “It broadens our assortment to give guests even more options to find the product that’s right for them, regardless of their budget.”