Target: reStyles, reDecorates & reOrganizes.

Target Private Label - Room Essentials - Slip Cover

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

Target Private Label - Target Home - Sheets

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:

Target Private Label Brand Architecture

Other Target Private Brand posts from My private brand:
UP & UP with Target!
Target Abandons Bullseye for Up & Up
Target – Up & Up, the Next Chapter



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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.