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Target intros low-priced brand, Smartly

Target is showing off a new line of lower-priced owned-brand products.

The collection, titled Smartly, is comprised of more than 70 items, such as hand soap, paper plates, household cleaners and razors.

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

Ranging in price from 59 cents to $11.99, most items are under $2, the Minneapolis-based company said.

In addition, Target’s product design and development team focused on the design and key attributes of each product, working with master perfumers to develop various fragrances for products.

For example, the hand soaps will featured such scents as rain shower and lavender, and all-purpose cleaners in ocean and citrus grove scents, the company said.

Products in Smartly’s collection also will feature modern and joyful packaging with irreverent expressions that say “smells like well, nothing” on a bar of unscented soap and “no dishes tonight” on disposable plates.

The entire collection will arrive in stores and on Target’s website on Oct. 14, and be available year-round.
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