Household products in line will mostly sell for $2 or less

MINNEAPOLIS — Target Corp. is taking aim at budget shoppers with a new bargain brand called Smartly, which will mostly feature household products priced at $2 or less.

The owned brand line will initially comprise more than 70 items, including hand soap, paper plates, household cleaners and razors. Prices will range from 59 cents to $11.99, but Target says most items will be under $2. Smartly products will be available in stores and on Target’s web site beginning Sunday, October 14.

“Over the past few years, Target has launched more than 20 owned and exclusive brands across our multi-category assortment,” Mark Tritton, Target’s executive vice president and chief merchandising officer, said in a statement. “The introduction of Smartly is another example of how we are listening to consumers and bringing them solutions to make their lives easier. 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.”

Despite their budget positioning, products in the Smartly line don’t scrimp on performance or style, according to Target. The company said it worked with master perfumers to develop the fragrances used in its liquid hand soaps and all-purpose cleaners, for example. The packaging is described as modern and fun, with a label proclaiming “smells like well, nothing” on a bar of unscented soap and one reading “no dishes tonight” on disposable plates.

Smartly is intended to offer guests reliable everyday items that they can be confident to use and proud to display in their homes, according to the retailer, which said the products will be sold individually or in small multi-packs designed for consumers living in small spaces don’t want to have to buy in bulk in order to save money.