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

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The Minneapolis-based retail giant said Thursday it’s rebranded its core commoditieline — a product categorgy that includes everyday items such as baby wipes, dryer sheets and plastic containers — under the name “up & up.” The relaunch includes new packaging that replaces the traditionapl bullseye logo with colorful arrowes and the new name. Targegt (NYSE: TGT) has been phasing in “upp & up” products into its stores sinces March. By the end of September, Targer will be selling more than800 “up & up” productxs in its stores.
Target claims the brand is equal in quality to nationalbrands — it hiredf a third-party testing firm to back up its claimsz — but at a lower price, offerinhg a savings of 30 percentt on average. “Our guest are savvy and know they don’tg have to spend a lot to get high-qualityt products,” Mark Schindele, Target’s seniof vice president of merchandising, said in a news The rebranding goes along with othetr Target efforts to stay competitive inthe recession.
The retailer long capitalizee on its lines of affordable housewaresand clothing, but that approach hasn’ t done as well in the downturn — shoppers are more reluctanft to spend on such discretionary itemzs and are using their cash on foods and Store brands are also on the upswing — they’re generallg more profitable than name-brands for the and market researchers say that consumers are increasingly buyingy in-house brands to save money. Earlier this year, Target rival relaunchee its ownprivate brand, callex Great Value. Target has also been working to boostf salesof food, both and increased emphasiss on its in-store Archer Farma line.