Target (NYSE: TGT) is reportedly hoping to cater to the growing number of shoppers coming to its website and stores today looking for “clean and natural” products they can feel good about buying, putting on their bodies and spraying into the air.
The retailer on Monday is set to launch a new household essentials brand, called Everspring, for items like laundry detergent, dish soap, candles and paper towels.
The launch is part of Target’s ongoing investment to roll out more in-house brands, including more recently lines for apparel, furniture and home decor. The company by the end of the year is on track to have over two dozen of its own private labels available in stores. These brands offer the retailer higher profit margins since it can set its own prices and bypass any middlemen.
Everspring also marks Target’s biggest push to-date to offer up a sustainable brand within its own lines.
With the Everspring line, all of the items — be it the cleaning wipes, the dish soap or an all-purpose cleaner — are either bio-based, meaning that they are derived from plants and other renewable agricultural, marine and forestry materials.
Or they’re made from recycled materials and natural fibers, according to the company. They use 100% natural fragrances to make scent combinations like mandarin and ginger, and lavender and bergamot… and not tested on animals.
Target shares began Monday down 20 cents to $83.06
