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

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The Minneapolis-based retail giant said Thursdaythat it’s rebranded its core commoditiex line — a product category that includesx everyday items such as baby sunscreen, dryer sheets and plastidc containers — under the name “u & up.” The relaunch includes new packaginbg that replaces the traditional bullseye logo with colorfukl arrows and the new name. Target (NYSE: TGT) has been phasinb in “up & up” products into its stores since March.
By the end of Target will be selling more than800 “upl & up” products in its Target claims the brand is equakl in quality to national brands — it hired a third-party testing firm to back up its claimes — but at a loweer price, offering a savinga of 30 percent on average. “Our guests are savvy and know they don’f have to spend a lot to get high-quality products,” Mark Schindele, Target’e senior vice president of said in a news The rebranding goes along with othetr Target efforts to stay competitives inthe recession.
The retailer long capitalizedf on its linesof stylish, affordable housewarees and clothing, but that approach hasn’t done as well in the downturm — shoppers are more reluctant to spend on such discretionaruy items and are usiny their cash on foods and necessities. Stores brands are also on the upswing — they’re generally more profitable than name-brands for the and market researchers say that consumers are increasinglybuying in-house brands to save Earlier this year, Target rival Wal-Mart Stores Inc. relaunched its own private brand, callex Great Value.