By  on October 8, 2018

Target Corp. on Monday said it will launch Smartly, a new owned brand of everyday products with prices ranging from 59 cents to $11.99, but with most items priced at less than $2. The brand will bow on Oct. 14 in Target stores and on, with products rolling out through early 2019.

Smartly is a bid by Target to capture an opening-price-point consumer who may be shopping at Aldi or dollar stores. The brand is priced about 50 percent below Target’s Up & Up, which the retailer created as an alternative to national brands. Up & Up is priced about 20 percent lower than national labels.

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