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.
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.