Target Launches Earth Friendly Brand Everspring

    Spring cleaning just met its match in Everspring, Target’s new household essentials private brand designed with sustainability in mind. Everspring features more than 70 items that include biobased or recycled materials or natural fibers—everything from laundry detergent, dish soap and paper towels to essential oils, candles and hand soap in amazing scents. The brand arrives in time for Earth Day (April 22!), with new products continuing to roll out throughout the year.

    Christina Hennington, senior vice president, general merchandise manager, Target

    “Everspring is a great example of how we’re listening—and responding—to the evolving needs of our guests in a way that’s uniquely Target,” said Christina Hennington, senior vice president, general merchandise manager, Target. “Guests can feel confident they’re purchasing essentials for their home that include ingredients and components they want and have the efficacy they need to get daily routines done. And, at prices nearly 20% less than comparable brands and a focus on fresh design, Everspring offers guests another compelling reason to stock up at Target.”

    The Target in-house design team that brought Everspring to life has been equally thoughtful about how the products are packaged as they were the contents. The packaging has easy-to-understand ingredient lists and graphic icons on the front of each product so you know what’s in the product and what’s not—plus a sleek design worthy of any counter. The majority of the packaging’s bottles are made up of 50% or more recycled content, including post-consumer plastic.

    I particularly love the name it evokes natural and environmentally friendly while avoiding the descriptive blandness of most grocery and mass private labels.

    Everspring is Target Clean compliant, our unique definition for products that are formulated without specific chemicals often found in cleaning products like phthalates and propyl-paraben. In stores, you can find Everspring products alongside similar products within the category as well as the Target Clean section of the aisle.

    The Target team carefully selected fresh and original scent combinations made with essential oils. Think citrus and basil, lavender and bergamot, and geranium and herbs. Keep your eye out for seasonal, limited-time-only scents too.

    Everspring prices range from $2.79 to $11.99.

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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.