Target Introduces Threshold In Flyer

Threshold - frontThis week Minneapolis retailer has officially kicked it into high gear with the launch of Threshold – although it has been rolling into stores for the last few months and mentioned by Target execs in analysts calls and on their blog “The Bullseye View” this week marks the first time the retailer has implemented a fully integrated media campaign to introduce the new brand. Threshold gets the star treatment in the flyer with six pages including the cover as well as prime spots on the home page and a Threshold Brand Shop page. Can TV be far behind?

Target - Threhold - brand page

Target - Threhold front page

This is an impressive commitment to building and growing a powerful portfolio of Private Brands. A commitment that continues to reaffirm Gregg Steinhafel, Chairman, President & Chief Executive Officer of Targets statement during the 2012 First Quarter Earnings Conference Call:

“We now have 10 owned brands or signature national brands that do over $1 billion in retail. We continue to invest in our owned brands. We treat them as national brands. We position them as such. And they’re a key part of our strategy. So we’re — you’re going to see us continue to focus on these very important parts of our merchandising strategy, including, as Kathy mentioned, the relabeling or the rebranding of our Home brand into Threshold later this fall and as we transition into spring and summer of 2013.”


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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.