Target Refreshes, Expands up&up
Target is giving its up&up private label a refresh that includes the 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, with the own brand being a significant contributor to Target’s private label product assortment that accounts for $30 billion in sales annually. 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.
“Our up&up brand is already incredibly popular, generating nearly $3 billion in sales every year — and with this expansion, we’re giving even more guests reasons to choose Target for their household essentials,” said Rick Gomez, executive vice president and chief food, essentials and beauty officer, Target. “Our product teams combed through thousands of guest reviews to create new formulations, hundreds of new products and thoughtful packaging to make up&up even better — all while continuing to offer truly unbeatable value.”
Among the new product highlights is the new line of toothbrushes. The retailer replaced the shape and feel of its manual and replaceable-head toothbrushes in an effort to allow consumers to have a better experience while also helping the toothbrushes last longer. Also, all of the replaceable-head adult and kids’ toothbrushes are interchangeable.
The new up&up food storage containers feature thinker walls and are said to be more durable and last longer.
Target also created new scents for baby, household cleaning, bath & body, soap, and pet products.
As new products from up&up roll into Target stores, they will also feature eye-catching new packaging. Officials with the retailer said the new packaging will showcase oversized product names and are designed to be easier to open and be more sustainable.
Some packaging for items such as body lotions, baby wash, shampoo, and cleaning sprays were developed with occupational therapists to make them more comfortable to hold and use.
