What: Target is relaunching its Up&Up private label, introducing hundreds of new products and reformulating 40% of the brand to adhere to higher quality standards.

Why it is important: This initiative aims to bolster the brand's appeal and sustainability, responding to consumer feedback for improved quality and packaging. It underscores Target's commitment to enhancing customer experience and sustainability in its product offerings.

Target announced the relaunch of its Up&Up private label, a move aimed at expanding the brand's product assortment and elevating quality standards in response to consumer feedback. The relaunch includes the addition of hundreds of new products across various categories, including oral care, moving supplies, food storage, and dog grooming supplies, with a significant portion of the brand's products being reformulated to meet higher quality standards. Target has also updated the packaging for better visibility and sustainability, incorporating feedback from occupational therapists to improve user comfort and ease of use.

Since its inception in 2009, Up&Up has grown into a popular brand within Target, generating nearly USD 3 billion in annual sales. The expansion and improvement of the Up&Up brand are part of Target's broader strategy to offer value and innovation through its nearly 50 owned brands, which collectively generate USD 30 billion in annual sales. Target's efforts to revitalize its private label offerings, including partnerships with major brands and the introduction of store-within-a-store concepts, aim to continue driving market share growth and enhancing the overall customer experience.

Target relaunches Up&Up private label, adds hundreds of products