Target Launches Room Essentials In Style.

In what is the continuing evolution of the Target Private Brand portfolio, this week Target relaunched its virtually unknown brand Room Essentials with extensive instore marketing, signage and displays as well as a full page in the weekly flyer. In May 2009 I reported on the redesign and refresh of Room Essentials in the post “Target: reStyles, reDecorates & reOrganizes” and the apparent portfolio strategy shift that created Up & Up and allowed the remaining Bullseye on Target Home to reinforce the overall fashion forward “Expect More, Pay Less” mantra.

This creates a two tier strategy with Target Home at the premium level and Room Essentials at the everyday/mid tier level and mirrors the tiers in food with Archer Farms and Market Pantry.

The commitment that Target has made to relaunching and growing Room Essentials is both unusual and impressive. Although many retailers will invest in their premium or specialty Private Brands very few spend the time or money to build the mid tier or value brands. The economy and smart strategies appear to be giving both Room Essentials and Market Pantry an opportunity to engage consumers and become relevant brands.

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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.