Target Introduces Lower-Priced Household Essentials Brand

Target has introduced Smartly, a new lower-priced owned household essentials brand comprised of more than 70 items, such as hand soap, paper plates, household cleaners and razors, with most items less than $2.

The collection will arrive in stores and on beginning October 14, and will be available year-round. By introducing a new lower-priced option to Target’s Essentials assortment, Smartly offers consumers everyday items. Products will be sold individually or in small multi-packs, for those living in small spaces and offering a lower-priced brand that doesn’t require purchasing in bulk.

Prices range from $0.59 to $11.99, with most under $2. In addition to value, Target’s product design and development team focused on design and key attributes, the company said, as well as modern packaging.

“Over the past few years, Target has launched more than 20 owned and exclusive brands across our multi-category assortment. The introduction of Smartly is another example of how we are listening to consumers and bringing them solutions to make their lives easier,” said Mark Tritton, evp/chief merchandising officer, Target. “Smartly offers incredible value, looks great and most importantly, gets the job done. It broadens our assortment to give guests even more options to find the product that’s right for them, regardless of their budget.”