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Target relaunches, expands one of its most popular owned brands

Target's up+up brand
Target is rebranding and expanding its up+up private brand.

Target Corp. is doubling down on its everyday essentials brand.

The discounter is relaunching and expanding its up+up brand, which it launched 15 years ago and now accounts for nearly $3 billion in annual sales. (Target’s owned brands account for $30 billion in annual sales).

Hundreds of new products are being added to the up+up assortment, including moving supplies, oral care, dog grooming and food storage, for a total of more than 2,000 items, with most under $15. The rebranded and expanded line will debut on Sunday, Feb. 18.  

More new items will be introduced through early 2025, including pain relief medications, napkins, protein powder, batteries, computer accessories and more, the company said.

In addition, Target has rebranded the up+up line with a new logo and graphics. The updated packaging is designed to make it easier for consumers to identify each product as they shop and to understand product benefits.

“Our teams dove deep into research to make the packaging easier to open and more sustainable, like reducing plastic and moving to paper packaging where possible — advancing our Target Forward sustainability goals,” the company stated.

Some packaging for items such as body lotions, baby wash, shampoo and cleaning sprays was developed in partnership with occupational therapists to make the products more comfortable to hold and use.

In another change, 40% of existing up&up products have been reformulated to meet new, higher quality standards. For example, Target said it changed the shape and feel of its manual and replaceable-head toothbrushes to make brushing a better experience and to help toothbrushes last longer.  

“Our up&up brand is already incredibly popular, generating nearly $3 billion in sales every year — and with this expansion, we’re giving even more guests reasons to choose Target for their household essentials,” said Rick Gomez, executive VP and chief food, essentials and beauty officer, Target. “Our product teams combed through thousands of guest reviews to create new formulations, hundreds of new products and thoughtful packaging to make up&up even better — all while continuing to offer truly unbeatable value.”

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