Target rolling out value line

Target is rolling out Smartly, a private brand line of essential and personal care products for budget-conscious shoppers.

In promoting the line, which debuts Oct. 14, Minneapolis-based Target said it includes products that “get the job done but don’t cost an arm and a leg.” Smartly includes more than 70 everyday items, from all-purpose cleaner and body lotion to paper plates and razor blades, with most items less than $2. Target will continue to add to the line with new products through early 2019.

“Where we see white space and an opportunity to bring Target’s guests something differentiated, we’ll go for it,” said Mark Tritton, Target’s executive vice president and chief merchandising officer, in a news release. “The introduction of Smartly to our owned brand portfolio is another example of how we are listening to consumers and bringing them differentiated solutions to make their lives easier. Smartly is affordable, looks great and most importantly, gets the job done.”

Since early 2017, Target said it has been introducing new private brand after new private brand to bring its customers more options at a better value across a multi-category assortment.

“For Smartly, our team dug deep to pinpoint exactly what guests were looking for in essentials and personal care — namely, lower-priced options unlike anything Target has offered before,” according to Target, noting that Smartly products cost approximately 70 percent less than national brands equivalents.

Target said Smartly offers the affordability of bulk shopping without buying in bulk. With products sold as single items and offered in small multi-packs (like a four-pack of toilet paper for 99 cents), they not only satisfy value-conscious guests, but consumers living in small spaces without ample storage.