As promised, in yesterday post a look at the reDesign brand that is mentioned in the comment on my post “Target Abandons Bullseye for Up & Up.” The comment republished below is from a “Target sales floor team member.”
I work for Target as a sales floor team member, and I am happy to hear you’ve discovered our up & up brand. up & up is the new look we’ve given to our target brand products. Previously where you would have found bottles with similar packaging and coloring to that of their brand-name competitors, up & up products will feature witty designs and will slowly transition in as our store’s leading self-owned brand.
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.
Archer Farms is still our self-owned consumables brand, and TruTech is our self-owned brand for electronics. Be sure to stop into your local Target store to pickup these great finds!
The comment indicates that the Target Home brand is being replaced by a brand called redesign, I discovered the brand the writer is referencing however the in store experience seems to disagree with the statement. It is always dangerous to draw conclusions from a shifting strategy and a evolving product set, however I have a tough time confirming the statement. It instead appears that the redesign brand referenced is a redesign of the value home brand “Room Essentials” and that the referenced reDesign is a clever design trick to build brand architecture:
Room Essentials = re
reStyle = accesories
reOrganize = home organization
reNew = ironing and clothing care
reDecorate = furniture
Additionally it appears that the Target Home brand is in the midst of a redesign and is being positioned as the premium home brand. It remains to be seen whether or not Room Essentials will replace Target Home but my guess is they will maintain the existing two-tier strategy that mirrors their grocery strategy: