Target launches bio-based store brand

Minneapolis-based Target is catering to the environmentally conscious generation by launching a “clean and natural” household essentials brand, this one called Everspring. The company announced that its new store brand will be comprised of more than 70 household essentials items, including laundry detergent, cleaning wipes, all-purpose cleaner, dish soap, candles and paper towels.

“It has taken over a year” to bring Everspring to life, said Christina Hennington, senior vice president and general merchandise manager for Target’s Essentials category. “From the sourcing to the packaging ... we had to do it right. ... We hired the right expertise to make sure the chemical quality was up to expectations.”

According to the company, the Everspring line is unique for Target in that all of the items are either biobased, meaning derived from plants and other renewable agricultural, marine and forestry materials, or are made from recycled materials and natural fibers. They use 100%natural fragrances to make scent combinations like mandarin and ginger, and lavender and bergamot. These products are also not tested on animals.

The announcement comes shortly after a slew of Target in-house brand debuts, such as new apparel, furniture and home decor. The company is on track to have over two dozen of its own new private labels in stores by the end of the year. These brands offer the retailer higher profit margins since it can set its own prices and bypass any middlemen.