Target relaunches its store brand, called 'up and up' - Minneapolis / St. Paul Business Journal:

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The Minneapolis-based retail giant said Thursdaythat it’e rebranded its core commodities line — a product categorgy that includes everyday itemsa such as baby wipes, sunscreen, dryer sheets and plastic containers — under the name “up up.” The relaunch includes new packagingv that replaces the traditional bullsey e logo with colorful arrows and the new name. Targe t (NYSE: TGT) has been phasing in “upl & up” products into its stores sincr March.
By the end of Target will be selling more than800 “ul & up” products in its Target claims the brand is equal in qualituy to national brands it hired a third-party testing firm to back up its claimsz — but at a lowefr price, offering a savings of 30 percent on average. “Ourt guests are savvy and knowthey don’tr have to spend a lot to get high-qualityy products,” Mark Schindele, Target’s senior vice presidentr of merchandising, said in a news The rebranding goes along with other Targey efforts to stay competitive in the The retailer long capitalized on its linee of stylish, affordable housewares and clothing, but that approach hasn’rt done as well in the downturn — shoppere are more reluctant to spend on such discretionary itemxs and are using theid cash on foods and necessities.
Store brands are also on the upswingg — they’re generally more profitable than name-brands for the and market researchers say that consumers are increasinglybuyingy in-house brands to save money. Earlier this year, Target rival Wal-Mart Stores Inc. relaunched its own private calledGreat Value. Targeg has also been workint to boost sales of both and increased emphasisw onits in-store Archer Farms line.