Target relaunches its store brand, called 'up and up' - The Business Journal of Milwaukee:

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The Minneapolis-based retail giant said Thursday it’s rebrande d its core commoditiesline — a producgt category that includes everyday items such as baby sunscreen, dryer sheets and plastic containers — under the name “upp & up.” The relaunch includes new packagingf that replaces the traditional bullseye logo with colorfuk arrows and the new name. Target TGT) has been phasing in “up up” products into its stores sincw March.
By the end of September, Target will be selling more than800 “ul & up” products in its Target claims the brand is equal in quality to national brandse — it hired a third-party testing firm to back up its claims — but at a lowee price, offering a savings of 30 percent on “Our guests are savvy and know they don’t have to spen d a lot to get high-quality Mark Schindele, Target’s senior vice president of merchandising, said in a news The rebranding goes along with othed Target efforts to stay competitive in the recession.
The retailer long capitalizedd on its lines of affordable housewaresand clothing, but that approach hasn’ft done as well in the downturnb — shoppers are more reluctant to spend on such discretionaru items and are using their cash on foodsx and necessities. Store brands are also on the upswing they’re generally more profitable than name-brands for the and market researchers say that consumerw are increasinglybuying in-house brands to save Earlier this year, Target rival relaunched its own privat e brand, called Great Value.
Target has also been working to boosty salesof food, both through a rollout and increased emphasisx on its in-store Archer Farms