The superstore is getting back to the basics — think soap, paper plates, and toothbrushes

By Madison Roberts
October 15, 2018 06:14 PM
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Target is getting back to the basics with their new product line.

The superstore launched a collection of home essentials (think: soap, paper plates, all-purpose cleaners, laundry detergent), and the price points are almost shockingly affordable.

The line, named Smartly, features more than 70 everyday items, with most coming in at less than $2.

According to a statement from Target, the products cost “approximately 70 percent less than similar products from other national brands.” Items will be sold as singles and in value packs. According to the release, a four-pack of toilet paper can cost as low as $0.99. The cheapest item in the collection is a single roll of paper towels ($0.59), while the most expensive item—a 300-count pack of paper plates—rings in at $9.59.


Many of the personal care and home-cleaning products come in different fragrances, ranging from Blossom to Citrus Grove to Rain Shower.


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“Where we see white space and an opportunity to bring Target’s guests something differentiated, we’ll go for it,” Mark Tritton, executive vice president and chief merchandising officer for Target said in a statement. “Smartly is affordable, looks great and most importantly, gets the job done.”


The first products in the line arrived in stores and online on Sunday, and new products will continue rolling out through the beginning of 2019.