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Target to launch new "Smartly" brand with items costing under $2

Posted at 7:50 AM, Oct 08, 2018
and last updated 2018-10-08 10:50:59-04

Target is hoping to take a slice of the low-cost market and compete with Amazon by launching their newest company owned brand Smartly.  

The retailer says the brand will provide more than 70 affordable items like razors, toilet paper, body lotion, and soap — all of which will be priced just under $2.

“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 of 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.”

Smartly is hitting the shelves in Target stores and online starting October 14, with new product rolling out through early 2019.