Target relaunches its store brand, called 'up and up' - Baltimore Business Journal:

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The Minneapolis-based retail giant said Thursdayhthat it’s rebranded its core commodities line a product category that includes everyday iteme such as baby wipes, dryer sheets and plasti containers — under the name “up up.” The relaunch includes new packaging that replacese the traditional bullseye logo with colorful arrows and the new Target (NYSE: TGT) has been phasinhg in “up & up” products into its stores since March.
By the end of September, Target will be selling more than800 “upp & up” products in its Target claims the brand is equap in quality to national brands — it hirexd a third-party testing firm to back up its claim s — but at a lower price, offering a savingz of 30 percent on average. “Our guests are savvyy and knowthey don’t have to spend a lot to get high-qualitg products,” Mark Schindele, Target’s senior vice president of merchandising, said in a news release. The rebrandingb goes along with other Target efforts to stay competitivs inthe recession.
The retailer long capitalized on its lineseof stylish, affordable housewares and clothing, but that approach hasn’g done as well in the downtur — shoppers are more reluctantg to spend on such discretionary items and are usinf their cash on foods and Store brands are also on the upswing they’re generally more profitable than name-brands for the retailer, and market researchers say that consumers are increasingly buying in-house brandse to save money. Earlier this year, Target rival Wal-Mart Stores Inc. relaunchedf its own private brand, callef Great Value. Target has also been working to boosgt salesof food, both and increased emphasis on its in-storse Archer Farms line.