The Wall Street Journal: Target to introduce new ultra-cheap consumer-staples brand

Target Corp. is wading into a new territory: $1 toiletries.

The Minneapolis-based retailer said it is planning to launch a new brand for consumer staples called Smartly with more than 70 products, including razors, toilet paper and dish soap, mostly priced under $2. The products will be offered at stores and online in mid-October.

Mark Tritton, Target’s TGT, -0.38% chief merchandising officer, said the new line of consumer staples is an attempt to compete with generic brands at drugstores and discount chains. “It’s about showing people that I don’t have to go to Aldi or I don’t have to go to Dollar General to find what I’m looking for,” he said in an interview.

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