Target\’s Up&Up Officially Announced

My first post on the new Target brand Up & Up appeared on more than four months ago, and today in a press release Target officially announced the launch of the brand. According to the press release the new brand will feature more than 800 products with nearly nearly 100 of the items are brand new for 2009, including a few new categories such as cotton balls and swabs, laundry detergent and baby food.

\”Our guests are savvy and know they don\’t have to spend a lot to get high-quality products,\” said Mark Schindele, Senior Vice President of Merchandising, Target. \”By re-launching Target brand as up & up, we\’re able to create a unique identity for this powerful owned brand. The new packaging incorporates an element of design, giving us the opportunity to deliver on both the \’expect more\’ and \’pay less\’ sides of our brand promise.\”

Target consistently reevaluates its owned brands to ensure they meet guest expectations. Before introducing up & up, Target reviewed more than 4,000 guest comments on the quality and performance of its store-brand products. This resulted in the reformulation or enhancement of more than 130 products in the line.

Additionally, a third-party testing facility examined a majority of the Target brand products for characteristics such as flavor, aroma, ease of opening packaging and appearance. These tests helped to guarantee that up & up products are equal in quality to national brands.

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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.