Target Introduces New Private Label Brand, Dealworthy

Target has introduced a new private label brand called Dealworthy, aiming to offer consumers high-quality everyday essentials at very affordable prices. The brand includes a variety of items, ranging from apparel and accessories to electronics, beauty, and home goods. Prices for Dealworthy items start at under $1, with most products priced under $10.

The product range includes items such as phone cases priced 50% lower than other brands at Target, as well as essentials like undergarments, socks, laundry detergent, and dish soap. Dealworthy will make its debut in February 2024 at both Target stores and Target , with new products continuing to roll out throughout 2024 and into 2025.

Rick Gomez, Target’s executive vice president of food, essentials, and beauty, emphasized that the new brand would meet consumer demand for value without compromising on quality. This move aligns with Target’s strategy to strengthen its portfolio of owned brands, which collectively generate over $30 billion in annual sales. Additionally, the retailer recently announced an expansion of its existing Up&Up private label brand.

Dealworthy is positioned to attract budget-conscious shoppers and potentially bring in new customers looking for low-cost yet reliable products.