Target’s Newest Owned Brand is About to Become Your *Favorite* Indulgence (2024)

FAQs

What is the new owned brand of Target? ›

Quote from Rick Gomez, executive vice president and chief food, essentials and beauty officer, Target. “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.

Target's dealworthy brand aims to bring customers bargains

Starting at less than $1, most of the products sold by this brand will be priced under $10. Dealworthy's items are among the lowest guests will find across Target's assortment.

That's why it's latest brand, Dealworthy, feels like a departure. The brand launched last month with a line of 400 products, ranging from toothbrushes to cotton balls to underwear. Like Up & Up, Target's other private label line of basics, Dealworthy's prices are cheap—most items cost under $10.

Launched in 2024, dealworthy is a low-price, no-frills essentials brand designed to give guests incredible value on everyday apparel & accessories, essentials & beauty, electronics and home items.

The Honors clothing line, Target's first official owned brand, launched.

There's a reason our owned brands have been so popular with consumers for decades. With nearly 50 only-at-Target brands and counting across every major category, they offer a wide range of product options at exceptional value, quality and style.

Bargain brands are cheap to stock, but their low suggested retail prices leave little room for profit in the most valuable space in your store.

MINNEAPOLIS, Feb. 15, 2024 /PRNewswire/ -- Target Corporation (NYSE: TGT) today introduced its new low-price owned brand, dealworthy, designed to give consumers incredible value on nearly 400 everyday basics.

It's our Expect More. Pay Less. brand promise. We offer our guests the quality brands and products they want at affordable prices they love, along with lots of ways to save big and earn rewards on every Target run.

Brands guests love

True to our “Expect More. Pay Less.” brand promise, we aim to create an unparalleled product assortment that goes beyond the basics. That means providing guests with high-quality designs they're proud to buy, at affordable prices they love.

What is the Target new low pricing brand? ›

Target Corporation has rolled out a new low-price owned brand called Dealworthy that the retailer said is designed to give consumers “incredible value on nearly 400 everyday basics.” Prices start at less than $1 and the assortment includes beauty and home items.

Target is a convenient place to shop for a variety of everyday goods, as well as groceries. The store's own food brands — like Market Pantry and Good & Gather — cover a wide range of different foods you can stock your pantry or refrigerator with.

Why did Target change its logo? The Target Corporation updated its last logo when the world went digital and logos became more minimalist. In 2014, Target's wordmark was moved down below the bullseye symbol and shrunk significantly.

We sell a wide variety of food and general merchandise — from clothing to household goods to electronics and toys. We customize the assortment of each store to its neighborhood and our local guests.

The dealworthy assortment spans apparel & accessories, essentials & beauty, electronics and home items. Starting at less than $1 and with most under $10, the prices on dealworthy items are among the lowest guests will find across Target's assortment.

In February, it added Dealworthy, a new low-priced private-label brand that expanded its assortment of low-cost everyday items. In April, it introduced Target Circle 360, a loyalty program with paid membership tiers similar to offerings like Walmart+ and Amazon Prime.

A new in-house value brand called “Dealworthy” is rolling out this month to shelves at Target stores nationwide and online with 400 items, ranging from phone chargers to disposable plates and even underwear, taking aim at competitors like dollar stores and Amazon Basics.

Per CNN, the retailer is discontinuing its discount private label, Smartly, which it first introduced in 2018 with products in similar categories and priced under $2, like paper plates and hand soap.