Target Intros New Private-Label Brands

Target has been ramping up its private label strategy over the past year, launching almost a dozen new brands ranging from home goods to apparel. This week, the company added two new brands to its list: HeyDay and Made By Design. HeyDay, launched last month, is Target's first exclusive electronics brand. The line, hitting stores this weekend, consists of more than 150 tech accessories such as portable speakers, headphones and earbuds, cell phone and tablet cases, watch bands, and chargers. Made By Design, launched earlier this week, is Target’s fourth home brand launched in the past year The 750-item line that hits stores on June 23 includes everything from cookware to rustproof bath accessories and bath towels.

Total Retail's Take: Target has millennial females in mind with the launch of these two private-label brands. With Made By Design, the simple and clean design aesthetic is clearly targeted to millennial females who may be decorating their first purchased homes. And the price is right as well, with most items under $30. For HeyDay, millennial women are certainly not buying electronics for the first time, but they're looking for colorful and "Instagram-able" tech accessories, at a low price point, which the brand offers. What's more, Target felt there was white space in the market for these kinds of accessories.