Target's private label up&up expands product lineup with hundreds of new and improved everyday essentials. The up&up brand, known as Target's own, promises customer satisfaction with a return policy that allows exchanges or refunds within one year of purchase with a receipt.
The expansion includes the addition of hundreds of products to the up&up assortment, such as moving supplies, oral care, dog grooming, and food storage products, bringing the total to over 2,000 essential items. Target plans to continue introducing new up&up items through early 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,” says Rick Gomez in a statement, executive vice president and chief food, essentials and beauty officer, Target. “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.”
Notably, 40% of the up&up products are being reformulated to meet higher quality standards, in response to consumer feedback. Improvements to the up&up brand include more durable food storage containers with thicker walls and the creation of new scents for baby, household cleaning, bath & body, soap, and pet products.
These enhancements reflect Target's strategy to differentiate with owned brands and offer a curated selection of national brand products, aligning with what guests expect from the retailer. In addition to the up&up brand, Target has made strides with other private labels, such as Good & Gather, which replaced previous brands Archer Farms and Simply Balanced.
Good & Gather expanded with a premium line in 2020 and plant-based foods in 2021. Furthermore, Target has launched Future Collective, an apparel and accessories brand featuring collections in partnership with style and cultural influencers.
he relaunch of up&up includes updated branding and packaging, influenced by thousands of customer reviews. The aim is to provide even better value while maintaining affordability, with many items priced under $15.
The refreshed product line will be available in Target stores and online, with a rollout beginning this month and additional products expected over the next year and into early 2025.
Target's approach to private labels has been transformative, positioning them as high-quality alternatives to national brands. This strategy has led to the creation of powerhouse brands within Target's portfolio, with some reaching billion-dollar valuations. The retailer's success with private labels has set a benchmark in the industry, prompting other retailers to pursue similar strategies.
