Target Creates Low-Cost Brand, dealworthy

Target has created a low-cost brand called dealworthy. The company shared details regarding the new line, including the most essential element: low prices on everyday basics.

“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 Target Executive Vice President and Chief Food, Essentials, and Beauty Officer Rick Gomez in a press release. 

Gomez understands that “value” is at the top of consumers’ minds. He promises that dealworthy, backed by Target’s brand promise of customer satisfaction, will appeal to current customers and “attract even more new shoppers to Target.” 

dealworthy will give Target’s customers value on almost 400 everyday basics. Some of these start at less than $1.

Items include health and beauty basics, underwear, charging cords, and other household products. Some items, like phone cases, will be priced 50% lower in electronics than any other brands sold at Target.

The first dealworthy products will arrive in stores and on Target.com in February. New products will continue to be introduced throughout 2024 and early 2025.

dealworthy’s introduction to Target shoppers means the Smartly brand will be discontinued. That brand focused on household essentials such as soap and trash bags.

Target also announced that its other budget brand, Up&Up, would be getting a redesign. Since its launch in 2009, the brand has become integral to Target shoppers for its wide selection of products, high quality, and low prices.

Around 40% of Up&Up’s existing products must meet new, higher-quality standards. The company has also added hundreds of new products like pet items and food storage. The packaging has changed, and over 2,000 items have a price point of under $15. 

The company claims that customers who are unsatisfied with any Target-owned brand item can return it within one year with a receipt for an exchange or a refund.