The private label line comprises more than 70 items, including hand soap, paper plates, household cleaners and razors. Prices range from 59 cents to $11.99, but most items are under $2.
“Over the past few years, Target has launched more than 20 owned and exclusive brands across our multicategory assortment,” said executive vice president and chief merchandising officer Mark Tritton. “The introduction of Smartly is another example of how we are listening to consumers and bringing them solutions to make their lives easier.
Despite their budget positioning, products in the 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.