Featured image for Target Announces Value-Orientated Sub-Brand Called 'dealworthy'

Target Announces Value-Orientated Sub-Brand Called 'dealworthy'

by Rudy Sanchez on 02/21/2024 | 2 Minute Read

Minneapolis-based retailer Target has announced a new private label brand named “dealworthy.” As the name suggests, dealworthy is a value-orientated sub-brand with prices starting at one dollar, most items under $10, and some electronics items at half the cost of similarly sold items at Target.

In addition to lower prices, dealworthy is no-frills in the branding and packaging department. The logo is straightforward and in Target corporate red and white. The wordmark uses lowercase characters in a pragmatic serif. The red dot, evocative of Target’s bullseye logo without the red concentric stripes, is the only flourish in dealworthy’s design. More circles get deployed to call out features or product details.

Dealworthy Household Essentials including Hand Soap_ Bath_.jpg
Dealworthy Cotton Essentials including Cotton Swabs_ Socks.jpg

“With the introduction of our newest owned brand, dealworthy, consumers can shop hundreds of everyday basics at incredibly low prices without sacrificing quality for the price," said Rick Gomez, executive vice president and chief food, essentials, and beauty officer at Target.

"We know that value is top of mind for consumers, and dealworthy, backed by our owned brand promise, will appeal to our current guests and position us to attract even more new shoppers to Target.”

Dealworthy Tech Essentials including Black Phone Cases.jpg

Target’s introduction comes as consumers and the retailer feel the pinch of inflation, shrinkflation, greed-flation, and all the other “-flations,” increasing prices across the board.