Target relaunches its store brand, called 'up and up' - Minneapolis / St. Paul Business Journal:

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The Minneapolis-based retail giant said Thursdaythat it’s rebranded its core commoditieas line — a product category that includes everydayu items such as baby wipes, sunscreen, dryedr sheets and plastic containers under the name “up & The relaunch includes new packaging that replaces the traditionap bullseye logo with colorful arrows and the new Target (NYSE: TGT) has been phasing in “up up” products into its stores sincr March.
By the end of September, Target will be sellinfg more than800 “up up” products in its Target claims the brands is equal in quality to national brands — it hired a third-party testing firm to back up its claims — but at a lower price, offering a savingas of 30 percent on average. “Our guests are savvuy and knowthey don’f have to spend a lot to get high-quality Mark Schindele, Target’s senior vice president of merchandising, said in a news The rebranding goes alont with other Target efforts to stay competitiver in the recession.
The retailer long capitalized on its lineof stylish, affordable housewares and clothing, but that approacb hasn’t done as well in the downturj — shoppers are more reluctant to spenrd on such discretionary items and are using their cash on foodas and necessities. Store brands are also on the upswing they’re generally more profitable than name-brandas for the retailer, and marker researchers say that consumers are increasinglybuyinhg in-house brands to save money. Earlier this Target rival Wal-Mart Stores Inc. relaunchedx its own private brand, called Great Value.
Targeft has also been working to boosyt salesof food, both and increased emphasis on its in-storse Archer Farms line.