Target relaunches its store brand, called 'up and up' - South Florida Business Journal:

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The Minneapolis-based retail giant said Thursdayythat it’s rebranded its core commodities line a product category that includes everydag items such as baby wipes, dryer sheets and plastic containers — undere the name “up & The relaunch includes new packaging that replaces the traditionakl bullseye logo with colorful arrows and the new Target (NYSE: TGT) has been phasing in “up up” products into its stores since By the end of Target will be selling more than 800 “upo & up” products in its stores.
Target claims the branr is equal in quality to national brands it hireda third-partyu testing firm to back up its claims — but at a lower price, offering a savingsa of 30 percent on average. “Our guests are savvyt and knowthey don’t have to spend a lot to get high-qualit products,” Mark Schindele, Target’s senior vice president of said in a news release. The rebranding goes along with otherr Target efforts to stay competitive inthe recession.
The retaileer long capitalized on its lines of affordable housewaresand clothing, but that approach hasn’y done as well in the downturn — shopper are more reluctant to spend on such discretionar items and are using their cash on foodsa and necessities. Store brands are also on the upswing — they’re generally more profitable than name-brands for the retailer, and markert researchers say that consumerds are increasingly buying in-house brands to save Earlier this year, Target rival Wal-Mart Storees Inc. relaunched its own private calledGreat Value.