What: Target has launched Dealworthy, a new private label brand focused on low prices, featuring 400 everyday basics including paper towels, body wash, and charging cables, with items starting at less than USD 1.

Why it is important: The introduction of Dealworthy is part of Target's strategy to attract budget-conscious consumers by expanding its assortment of affordable items. This move reflects the retailer's commitment to offering value without compromising on quality, aiming to appeal to both current guests and attract new shoppers.

In February 2024, Target unveiled Dealworthy, its latest private label brand designed to cater to consumers seeking value in their everyday purchases. Dealworthy's launch includes an array of 400 basic items, ranging from home essentials to electronics and beauty products, with a significant portion of the assortment priced under USD 10. This initiative is a response to the ongoing consumer demand for affordable shopping options, allowing Target to enhance its offerings of competitively priced goods.

Dealworthy is part of Target's broader effort to strengthen its private label portfolio, which already generates over USD 30 billion in annual sales. The brand's introduction follows the retailer's recent relaunch of the Up&Up home essentials brand and the debut of Figmint, Target's first kitchen brand, emphasising the company's focus on providing low-cost options to its customers. With the continued emphasis on price sensitivity among shoppers, Target's expansion of its private label offerings, including Dealworthy, positions the retailer as a go-to destination for quality products at accessible price points.

Target adds low-price private label brand