Target up & up Brand Offers Great Quality at Low Prices

Completely Updated Store-owned Product Line Features New Look, Expanded Selection of Over 800 Everyday Essentials

— Target announces the re-launch of Target brand – the company’s core commodities owned brand – as up & up™, delivering low prices and great quality with an expanded product selection and a unique new design.

up & up products have been phasing into Target stores since March, and by the end of September, guests will find over 800 everyday essential products from across the store – spanning more than 40 categories – including household, healthcare, beauty, baby, and personal care. Nearly 100 of the items are brand new for 2009, including a few new categories such as cotton balls and swabs, laundry detergent and baby food. The up & up brand is equal in quality to national brands, but at a lower price, offering a savings of 30 percent on average.

"Our guests are savvy and know they don’t have to spend a lot to get high-quality products," said Mark Schindele, Senior Vice President of Merchandising, Target. "By re-launching Target brand as up & up, we’re able to create a unique identity for this powerful owned brand. The new packaging incorporates an element of design, giving us the opportunity to deliver on both the ‘expect more’ and ‘pay less’ sides of our brand promise."

Target consistently reevaluates its owned brands to ensure they meet guest expectations. Before introducing up & up, Target reviewed more than 4,000 guest comments on the quality and performance of its store-brand products. This resulted in the reformulation or enhancement of more than 130 products in the line.

Additionally, a third-party testing facility examined a majority of the Target brand products for characteristics such as flavor, aroma, ease of opening packaging and appearance. These tests helped to guarantee that up & up products are equal in quality to national brands.

up & up products are available at Target stores nationwide, with some bulk packs of products available for sale online at

About Target

Minneapolis-based Target Corporation (NYSE:TGT) serves guests at 1,698 stores nationwide and at Target is committed to providing a fun and convenient shopping experience with access to unique and highly differentiated products at affordable prices. Since 1946, the corporation has given 5 percent of its income through community grants and programs like Take Charge of Education. Today, that giving equals more than $3 million a week.
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