Target has announced its own line of everyday items at value-tier is set to be released to compete against other heavily discounted products. Most items in Target’s range cost less than $2 each. The brand’s new label, Smartly, contains products from all-purpose cleaners and lotions to paper plates and razors with more to join the line next year.
“Where we see white space and an opportunity to bring Target’s guests something differentiated, we’ll go for it. The introduction of Smartly to our owned brand portfolio is another example of how we are listening to customers and bringing them differentiated solutions to make their lives easier. Smartly is affordable, looks great and, most importantly, gets the job done,” said Mark Tritton, EVP and chief merchandising officer, Target.
Smartly products were developed after data showed customers seeking lower-priced options in the essentials and personal care categories. Target’s line cost around 70 percent less than other brands selling similar products.
“From there the product design and development team worked to create a line that offers affordable household necessities that include attributes we know customers are looking for. They even went a step further and worked with master perfumers to develop fragrances like Blossom, Citrus Grove and Rain Shower, to ensure that Target guests can be proud to use and display Smartly products in their homes,” said Target.