MINNEAPOLIS, Minn. — Target Corp. is working to ensure its corporate brand of health, beauty and household essentials are on the “up & up.”
Its efforts are part of a conversion of items from the Target brand to the retailer’s new up & up private label. The re-launch began in March with national-brand equivalent sunscreen items. Party cups, infant formula, trash bags, and other products bearing white packaging featuring the up & up arrow, have since made their debut.
Up & up is expected to span 40 categories when Target begins its marketing push this summer. “The re-launch allows us to create a new and more powerful brand identity for this assortment,” said Kathee Tesija, executive vice president of merchandising for Target, during a first quarter earnings call, earlier this week.
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