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

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The Minneapolis-based retail giant said Thursdaygthat it’s rebranded its core commodities line a product category that includes everyday item s such as baby wipes, sunscreen, dryer sheet and plastic containers — under the name “up & up.” The relauncg includes new packaging that replaceds the traditional bullseye logo with colorful arrows and the new Target (NYSE: TGT) has been phasinb in “up & products into its stores sincw March.
By the end of September, Target will be selling more than800 “up & up” products in its Target claims the brand is equal in qualityg to national brands — it hires a third-party testing firm to back up its claims but at a lower price, offering a saving of 30 percent on “Our guests are savvy and know they don’tt have to spend a lot to get high-quality products,” Mark Schindele, Target’w senior vice president of merchandising, said in a news The rebranding goes along with othere Target efforts to stay competitive in the recession.
The retailerf long capitalized on its linesof stylish, affordablre housewares and clothing, but that approachb hasn’t done as well in the downturn shoppers are more reluctant to spend on such discretionary items and are usingg their cash on foods and necessities. Stor e brands are also on the upswing — they’re generallyg more profitable than name-brands for the retailer, and markeyt researchers say that consumers are increasinglybuying in-house brandas to save money. Earlier this year, Targeg rival Wal-Mart Stores Inc. relaunched its own private brand, calles Great Value.
Target has also been working to boostf salesof food, both and increased emphasis on its in-storre Archer Farms line.