Target's Core Commodities Brand is Revamped, Becomes "Up & Up"

Target Corp.'s "up & up" represents what the discount retail chain calls its new own house brand, which the company is re-launching this year, rolling it slowing into stores since this past spring with a full program in all units by early fall.

Up & up is a trademarked name now being applied to Target's core commodities owned brand, "delivering low prices and great quality with an expanded product selection and a unique new design," the retailer said in a release today.

"Our guests are savvy and know they don't have to spend a lot to get high-quality products," said Mark Schindele, svp, merchandising. "By re-launching Target brand as up & up, we're able to create a unique identity for this powerful owned brand.

Target's "up & up" products have been phasing into Target stores since March. Come September, shoppers will find more than 800 everyday essential products from across the store - spanning more than 40 categories - including household, healthcare, beauty, baby, and personal care.

Almost 100 of the items are brand new for 2009, including a few new categories such as cotton balls and swabs, laundry detergent and baby food.

Target claims its "up & up"-branded products are "equal in quality to national brands, but at a lower price, offering a savings of 30% on average."

Schindele added that the new packaging, featuring the new brand name, incorporates "an element of design, giving us the opportunity to deliver on both the 'expect more' and 'pay less' sides of our brand promise."

Before introducing up & up earlier this year, Target said it reviewed more than 4,000 comments from shoppers regarding the quality and performance of its store-brand products. This resulted in the reformulation or enhancement of more than 130 products in the line.

Additionally, a third-party testing facility examined a majority of the Target brand products for characteristics such as flavor, aroma, ease of opening packaging and appearance.

"These tests helped to guarantee that up & up products are equal in quality to national brands," the company noted.

All up & up products are available at Target stores nationwide, with some bulk packs of products available for sale online at

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