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Target launches its first home storage brand

Brightroom is Target’s first owned home organization brand.

Target Corp. has added another category to its growing portfolio of owned brands.

The discounter unveiled its first dedicated storage and home organization brand, Brightroom. The collection features more than 450 products across bath, closet, decorative, kitchen, laundry and more. Prices start at $1, with most items priced under $25.

Target debuted Brightroom the day after Walmart announced an exclusive home organization collection with  The Home Edit co-founders Clea Shearer and Joanna Teplin (from the Netflix series “Get Organized with The Home Edit").  The Walmart collection is priced from $9.98 to $24.98.  It includes four organizing starter packs, or “Edits,” which are organization solutions for specific rooms in the home, such as the pantry, bathroom and laundry room, as well as a multi-purpose pack that can be used for multiple areas of the home

The new Target brand was designed so that products across the collection work together, making it easy to build on storage solutions over time and stay organized. The packaging has callouts that show how products can work together. The products incorporate a variety of materials, such as breathable mesh for vegetable pantry storage, wood for warmth and durability, natural wovens to add texture and soften spaces, plastics that can be scrubbed clean and fabrics that can be folded and tucked away when not in use.

To date, Target has launched more than 45 owned brands across a wide range of categories. In February 2021, the company said it had 10 owned brands with $1 billion in sales, including four with more than $2 billion in sales. Target’s new private brands include Kindfull, a pet food brand for dogs and cats that it launched in August.

“We know the new year brings opportunities for new beginnings, including an eagerness to organize our homes for the year ahead,” said Samara Tuchband, senior VP of merchandising, home, Target. “To help our guests do just that, we’re excited to introduce Brightroom, Target’s first dedicated storage and home organization-owned brand. Brightroom is all about helping guests easily organize their homes with hundreds of well-designed and functional pieces — all at an incredible value.” 

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