Target – Up & Up, the Next Chapter

Target Private Label Brands: Old & New
Target Private Label Brands: Old & New

After my post yesterday on the “Up & Up” brand from Target I took the opportunity to walk our local Super Target and see how far the brand had grown. In addition to that I wanted to verify some of the statements the commenter from Target had made about the new home brand. They wrote:

“Other products that you may see flying up on our shelves include our Target home brand, now named reDesign. reDesign is marked by its innovative turquoise packaging.”.

Target Private Label - Up & Up - Floor Graphic
Target Private Label – Up & Up – Floor Graphic

Tomorrow I will feature a snapshot of this brand, and pose some questions about Targets brand strategy.  Based on my store walk, the brand is certainly a part of the strategy but possibly not all.

The web is a buzz with conversation about this brand and comparison to the moves Walmart has made with the redesigned Great Value. I can certainly understand the comparison; both rely on a clean and simple white-based design to tell their brand story.  That sounds like a great topic for a future post so I will simply say, Great Value is primarily a food brand and “Up & Up” is essentially everything else.

In the walk I found a lot of new “Up & Up” branded products in some cases sitting next to their Target branded cousin. Take a look a these new shots and let me know what you think.

Other Target Private Label posts from My private brand:

UP & UP with Target!
Target Abandons Bullseye for Up & Up

Target – Up & Up, the Next Chapter
Target: reStyles, reDecorates & reOrganizes.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.