Target Adds New Brand To Its Private Label Portfolio

With a focus on offering shoppers a new assortment of value-oriented products Target is launching dealworthy, a new addition to the retailer’s growing assortment of private brands. 

The new collection of nearly 400 products span apparel & accessories, essentials & beauty, electronics and home items. Starting at less than $1 and with most priced less than $10, the prices on dealworthy items are among the lowest guests will find across Target's assortment, the retailer said. In electronics, items such as phone cases will be priced 50% lower than any other brands sold at Target. 

The first dealworthy products will arrive in February in stores and on Target.com, and new products will continue to be introduced throughout 2024 and early 2025 and include power cords, undergarments, socks, laundry detergent, dish soap and more.

"With the introduction of our newest owned brand, dealworthy, consumers can shop hundreds of everyday basics at incredibly low prices, without sacrificing quality for the price," said Rick Gomez, executive vice president and chief food, essentials and beauty officer, Target. "We know that value is top of mind for consumers, and dealworthy, backed by our owned brand promise, will not only appeal to our current guests but position us to attract even more new shoppers to Target."

Products sold under the dealworthy brand are also backed by Target's owned brand promise: If a consumer is not satisfied with any Target owned brand item, they can return it within one year with a receipt for an exchange or a refund.

The launch of dealworthy is the latest addition to Target’s portfolio of own brands that account for more than $30 billion in sales each year. The proprietary brands span four categories, including apparel & accessories, home, food & beverage and beauty & essentials.

Recently, Target unveiled a refresh of its long-standing up&up private label that includes a reformulation of 40% of the products sold under the brand while also adding items in several categories including pet and food storage. 

The updates and additions come as the retailer marks 15 years since up&up’s launch. Shoppers will have access to more than 2,000 items sold under the up&up brand, with new items to be launched through early 2025.