Target launches discount brand dealworthy for inflation-battered consumers

For consumers looking for a bargain on everyday essentials, Target says it has simplified the process.

The retailer has announced a new discount brand, dealworthy. The brand currently has around 400 products and the prices are budget-friendly. The retailer said that prices start at less than $1, while most items are priced under $10. 

“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, Target’s executive vice president and chief food, essentials, and beauty officer. 

“We know that value is top of mind for consumers, and dealworthy, backed by our owned brand promise, will not only appeal to our current guests, but position us to attract even more new shoppers to Target.” 

What can consumers get? 

The new brand will encompass several key areas for consumers – beauty products, home items, clothing and accessories, and electronics. 

This includes everything from dish soap, cotton balls, paper plates, toothbrushes, floss, paper towels, phone cases, socks, dishwasher and laundry detergent, body wash, shampoo, and more. 

And the prices were made with consumers in mind. For instance, shoppers can expect items like phone cases to be priced as much as 50% lower than any other brand found in Target stores. 

While Target stores – and website and mobile app – will be stocked with dealworthy products this month, even more products will be introduced over the next year. Future product releases will include phone chargers, clothes and undergarments, a wider assortment of cleaning supplies, and more. 

What does this mean for other Target brands?

Prior to the launch of dealworthy, Target was home to two other brands – Smartly and Up&Up. 

Now, dealworthy will take the place of Smartly, which was created to give shoppers a cheaper option for home goods and essentials. With dealworthy, the retailer will expand that line even further, while incorporating lower prices than before. 

Shoppers can still expect to find Up&Up both in stores and online. Target said the brand has upgraded the quality of the brand, and expanded the product line. So, while the price point comes in a bit higher than dealworthy, shoppers will have more options at Target.