Private label debuts for storage and household organization solution by Target
Target has entered the home organization market with its new private label brand, Brightroom. The collection, designed to cater to consumers' growing need for home organization solutions, includes over 450 products, with prices starting at just $1 and mostly under $25.
According to Samara Tuchband, senior vice president of merchandising, home at Target, the new year brings opportunities for new beginnings, including an eagerness to organize homes. In response to this consumer demand, Target is launching Brightroom to tap into this desire for home organization.
The Brightroom collection is intended to solve various storage problems and complement other products within the collection, allowing consumers to add more storage solutions over time. The range includes under-sink storage, utility carts, and decorative storage, providing versatile solutions for organizing different areas of the home.
Target's private label blitz doesn't seem to be slowing down. The retail giant already has 10 private label brands worth $1 billion, and with the addition of Brightroom, it now has over 45 private brands in its roster.
Meanwhile, competitors are also making moves in the home organization market. Bed Bath & Beyond released a storage and organization brand called Squared Away last year, and Walmart has announced an exclusive collaboration with The Home Edit for a home organization collection. The Home Edit collection at Walmart features products priced between $9.98 to $24.98, making it similar to Brightroom in offering affordable home organization products.
Interestingly, no source in the search results indicates any exclusive collaboration with The Home Edit for a home organization collection announced by anyone other than Target.
In addition, The Container Store has acquired Closet Works to enhance its custom closet offering. The acquisition, worth $21.5 million, will help The Container Store build on its custom closet offering, providing consumers with even more options for home organization solutions.
The packaging of Brightroom products includes callouts to show consumers how items work together, making it easier for customers to find the right solutions for their storage needs. With its affordable prices, wide range of products, and user-friendly packaging, Brightroom is set to be a strong contender in the home organization market.
Brightroom is now available at Target locations, Target.com, and through the company's same-day services, making it convenient for customers to access the new collection. As Target continues to expand its private label offerings, it's clear that the retail giant is committed to meeting the needs of its customers and staying at the forefront of the home organization market.
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