Target unveils low-price owned dealworthy brand

Target is debuting its new low-price owned brand, dealworthy, designed to give consumers value on nearly 400 everyday basics.

With dealworthy, Target is offering more options at lower prices, starting at less than $1, while strengthening its portfolio of owned brands. dealworthy also is backed by a promise: If a consumer is not satisfied with any Target owned brand item, they can return it within one year with a receipt for an exchange or a refund.

"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, executive vice president and chief food, essentials and beauty officer at Target. "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."

The dealworthy assortment spans apparel and accessories, essentials and beauty, electronics and home items. Starting at less than $1 and with most under $10, the prices on dealworthy items are among the lowest guests will find across Target's assortment. In electronics, some items, like phone cases, will be priced 50% lower than any other brands sold at Target. The first dealworthy products will arrive in store and on Target.com in February and new products will continue to be introduced throughout 2024 and early 2025, including power cords, undergarments, socks, laundry detergent, dish soap and more.

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Target's portfolio of owned brands contributes to more than $30 billion in sales annually. These brands and products reflect what guests value most when shopping at Target, including quality, low prices and convenience. Target's owned brands span four categories, including apparel and accessories, home, food and beverage and beauty and essentials. The retailer is always looking for new ways to meet guests' needs and does that by investing in its brands, launching new ones and expanding others, the company said. 

Consumers can shop dealworthy in stores and on Target.com, or with the retailer's free services, including Drive Up and Order Pickup, in as soon as two hours with no minimum purchase and no membership fee required, or delivered to their doorstep through Target's same-day delivery with Shipt in as soon as an hour.

[Read more: Target revamps up&up line of everyday essentials]