Target Launches Private-Label Household Brand
Target is launching household brand Everspring for items like laundry detergent, dish soap and paper towels. It’s the company's biggest push to offer sustainable products under one of its private labels.
Target hopes to cater to online and in-store shoppers looking for “clean and natural” products they can feel good about buying, putting on their bodies and spraying into the air.
The launch is part of Target’s ongoing investment to roll out more in-house brands, including recent lines for apparel, furniture and home decor. The company is on track to have over two-dozen of its own new private labels in stores by the end of the year. These brands offer the retailer higher profit margins since it can set its own prices and bypass any middlemen..
“It has taken over a year,” to bring Everspring to life, said Christina Hennington, senior vice president and general merchandise manager for Target’s Essentials category. “From the sourcing to the packaging, ... we had to do it right. ... We hired the right expertise to make sure the chemical quality was up to expectations.”
The Everspring line is unique for Target in that all of the items — such as cleaning wipes, dish soap and all-purpose cleaner — are either bio-based, meaning they’re derived from plants and other renewable agricultural, marine and forestry materials, or are made from recycled materials and natural fibers, according to the company. They use 100 percent natural fragrances to make scent combinations like mandarin and ginger, and lavender and bergamot. And they’re not tested on animals.