Target Looks to Attract New Customers with Intro of Value-Priced Private Label Brand

Target debuts new Dealworthy value-priced private label.

Target has introduced a new low-price owned brand called Dealworthy — featuring more than 400 products ranging in price from less than $1 to $10 — and revamped its 15-year-old everyday essentials brand Up&Up with new branding, product reformulations and additions to the assortment.

Target’s owned brands are one of the most successful pieces of its business, with a collection of more than 45 private labels that contribute more than $30 billion in sales annually.

The addition of the new Dealworthy brand comes at a time when cash-strapped consumers are increasingly seeking value. The assortment spans apparel and accessories, essentials, beauty, electronics and home goods, all of which Target promises will feature among the lowest prices customers will find anywhere in its stores. As an example, Target shared that some of its electronics items like phone cases will be priced 50% lower than any other brand sold at Target.

Items from the Dealworthy line are already available in Target stores and online; new products are scheduled to be introduced throughout 2024 and early 2025. And as with all of Target’s private labels, Dealworthy is backed by Target’s “owned brand promise”: If a customer isn’t satisfied with any Target owned brand item, they can return it within one year with a receipt for an exchange or a refund.

“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, EVP and Chief Food, Essentials and Beauty Officer at Target in a statement. “We know that value is top of mind for consumers, and Dealworthy will not only appeal to our current guests but position us to attract even more new shoppers to Target.”

Target revamps Up&Up private label brand.
Image courtesy Target

A few days prior to the debut of Dealworthy, Target also announced a revamp of one of its first private labels, the Up&Up brand of everyday essentials. After reviewing customer feedback and ratings, the retailer reformulated 40% of the existing product lineup, including improved toothbrushes, stronger food storage containers and new scents for baby, household cleaning, bath and body, soap and pet products. Hundreds of new items also have been added, including moving supplies, oral care, dog grooming and food storage products. The total lineup now features more than 2,000 items, most priced under $15, with new items to be added through 2025.  

“Our Up&Up brand is already incredibly popular, generating nearly $3 billion in sales every year — and with this expansion, we’re giving even more guests reasons to choose Target for their household essentials,” said Gomez. “Our product teams combed through thousands of guest reviews to create new formulations, hundreds of new products and thoughtful packaging to make Up&Up even better, all while continuing to offer truly unbeatable value.”