A Closer look at Target’s New Made By Design

This week’s Target circular features its newest home private brand Made by Design, which the ad describes as “Everyday Ingenuity that’s a joy to use.” The new brand is the first time since the retailer replaced their “Target Home” private brand with Threshold in 2012, that the Bullseye appears on package and close to a decade after it launched Up & Up killing Target-branded NBE private label.

A deeper dive into the new brand reveals a Made by Design page on Target.com with beautiful minimalist photography and language that presents more insight on the brand.

Products we believe in. Guaranteed to last one year.

Made For Cooking Up Favorites
Stock your kitchen with easy-to-use stainless steel cookware or non-stick ceramic cookware with soft-grip, silicone-covered handles. Stainless steel cookware starting at $15.

Made For Everyday Togetherness
Versatile and space-saving, our dinnerware and drinkware has a timeless style that works in any home. Dinnerware starting at $2.

Made For A Better Night’s Sleep
Fluffy down-alternative comforters. Duvet covers that keep their shape and softness. The perfect pillows. Go ahead, let yourself sleep in. Pillows starting at $6.

Made For Streamlining Your Storage
Keep everything organized (and within easy reach) with storage that adapts to your closet, kitchen, bath and laundry needs. Bins & baskets starting at $8.

So, I thought I would walk a couple of stores and take a look at the products, merchandising and branding.

All of the products are designed by the Target design team and are simple minimal and decidedly Muji. Which means I would be happy to have them in my kitchen and honestly wonder what Target’s designers could do if given higher price points.

The branding and package design is clean and understated allowing the product to speak for itself.

The merchandising in the three stores is a few endcaps and some inline signage with some placement in the department store type area framed by the white house.

Overall I am impressed! Nice work!

The store walks did leave a few questions.

What is happening with Room Essentials? Will it survive the transformations of the home private brand portfolio at Target? And How many brands can Target actively manage in one department?

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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.