As it adjusts to a customer more focused on everyday needs, Target Corp. has introduced a new low-price owned brand, Dealworthy, developed to give shoppers a break on 400 commonly purchased products.
With products starting at less than $1 and most under $10, Dealworthy will strengthen Target’s portfolio of private labels by providing a line focused on a price/value position that should appeal to consumers who have been watching their dollars amid economic uncertainty. And, the value is bolstered by Target’s one-year private label return guarantee, which applies to Dealworthy. Although the first dealworthy items are scheduled for February rollout in stores and on Target.com, the retailer will continue to introduce new Dealworthy products throughout 2024 and early 2025.
Target noted that its private labels generate more than $30 billion in sales annually.
“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, Target executive vp and chief food, essentials and beauty officer, in announcing the banner launch. “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.”
