Dive Brief:
- Target on Wednesday unveiled Brightroom, its first storage and home organization private label, as consumers look to refresh their spaces at the start of the year.
- Brightroom offers over 450 products with prices starting at $1 and mostly under $25, according to a Target press release. The collection includes under-sink storage, utility carts and decorative storage.
- The collection is available at Target locations, Target.com and through the company’s same-day services.
Dive Insight:
Target is starting the new year by tapping into consumers’ nesting fever.
“We know the new year brings opportunities for new beginnings, including an eagerness to organize our homes for the year ahead,” Samara Tuchband, senior vice president of merchandising and home at Target said in a statement.
Brightroom is designed to be a solution for all storage problems, according to the release. The collection was also made to complement other products within the collection so consumers can add more storage solutions over time. The packaging of Brightroom products includes callouts to show consumers how items work together.
At Target.com, consumers can explore storage ideas for the collection and shop based on Brightroom’s categories, including closet storage, storage tubs and totes, storage bins and boxes, shelving units and trash cans.
Despite having nearly 50 private brands in its roster, Target’s private label blitz doesn’t appear to be slowing down. Retailers often use private labels as a tool to gain share and generate more profits. Target, for instance, has 10 private label brands worth $1 billion.
However, Target isn’t the only retailer that’s investing in the home organization arena.
Walmart on Tuesday announced an exclusive collaboration with The Home Edit for a home organization collection. Just like Brightroom, The Home Edit collection features products at an affordable price, ranging between $9.98 to $24.98. Bed Bath & Beyond, during its rapid rollout of owned brands last year, also released a storage and organization brand called Squared Away. And to build on its custom closet offering, The Container Store earlier this week announced it’s acquired Closet Works for $21.5 million.
