Target has announced the upcoming launch of its new essentials and personal care owned brand, called Smartly, which the retailer says is stylish and “perfect for a budget-conscious and space-constrained shopper.” The line includes more than 70 everyday items, from body lotion to all-purpose cleaner and, paper plates to razor blades—with most items less than $2! Smartly arrives in Target stores and online starting Oct. 14, with new product rolling out through early 2019.
 
“Where we see white space and an opportunity to bring Target’s guests something differentiated, we’ll go for it,” says Mark Tritton, executive vice president and chief merchandising officer, Target. “The introduction of Smartly to our owned brand portfolio is another example of how we are listening to consumers and bringing them differentiated solutions to make their lives easier. Smartly is affordable, looks great and most importantly, gets the job done.”
 
Since early 2017, Target has been introducing new brand after new brand, all to bring guests more options at a better value across their multi-category assortment. Tritton says the Target team “dug deep to pinpoint exactly what guests were looking for in essentials and personal care—namely, lower-priced options unlike anything Target has offered before.” (Smartly products cost approximately 70% less than similar products from national brands).
 
From there, he says, “The product design and development team worked to create a line that offers affordable household necessities that include attributes we know consumers are looking for. They even went a step further and worked with master perfumers to develop fragrances like Blossom, Citrus Grove and Rain Shower, to ensure that Target guests can be proud to use and display Smartly products in their homes.
 
PHOTO: Target’s Smartly brand liquid hand soap