Press Release

Target Introduces Smartly, a New Essentials Brand With Most Items Under $2

  • Oct 8, 2018


Lower-priced brand offers Target’s guests more than 70 budget-friendly, effective and well-designed everyday products

Target Corporation (NYSE: TGT) announced today the introduction of Smartly, a new lower-priced owned brand comprised of more than 70 items, such as hand soap, paper plates, household cleaners and razors, with most items less than $2. With a modern design aesthetic and unexpected product attributes, such as a range of inviting fragrance profiles, the collection reflects the retailer’s long-standing commitment to offering its guests a differentiated assortment at an incredible value. Smartly will arrive in stores and on beginning Oct. 14, 2018, and will be available year-round.

“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, executive vice president and 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.”

Prices range from $0.59 to $11.99, with most under $2. In addition to incredible value, Target’s product design and development team doubled down on design and key attributes, such as a variety of fragrances developed in partnership with master perfumers. For example, liquid hand soaps will be found in fragrances such as Rain Shower and Lavender, and all-purpose cleaners will be available in scents like Ocean and Citrus Grove. Additionally, Smartly’s packaging is both modern and joyful, featuring irreverent expressions that say “smells like well, nothing” on a bar of unscented soap and “no dishes tonight” for disposable plates.

By introducing a new lower-priced option to Target’s Essentials assortment, Smartly offers guests reliable everyday items that they can be confident to use and proud to display in their homes. Products will be sold individually or in small multi-packs, perfect for guests living in small spaces and offering a lower-priced brand that doesn’t require purchasing in bulk.

About Target 
Minneapolis-based Target Corporation (NYSE: TGT) serves guests at more than 1,800 stores and at Since 1946, Target has given 5 percent of its profit to communities, which today equals millions of dollars a week. For the latest store count or more information, visit For a behind-the-scenes look at Target, visit or follow @TargetNews on Twitter.