Target Debuts TV For Threshold Launch

Check out the new TV commercial for the Launch of Threshold. The commercial created by NYC based Partners & Spade is set to Crosby, Stills, Nash, and Young‘s “Our House” and confidently introduces the brand to America:  “A new line for house and home. Introducing Threshold.” The playful modern commercial is complementary to the Target retail brand while clearly attempting to add home décor credibility.

For those retailers who are content to play the traditional private label game and settle for number two, all the while wondering how to stop showrooming and build customer loyalty – this is your call to action – Be Bold, Be Confident, Build BRANDS.


Previous articlePrivate Brand Builds Value: The Interbrand 2013 Best Retail Brands Report
Next articleFifty2 – The MPB Project: Duane Reade – Skyline
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.