Secret Behind Target’s Private Label Success

How Target’s Private Label Brands Are Winning Online – and What Ecommerce Sellers Can Learn

Private label growth is having a moment — and Target is leading the charge. Brands like Good & Gather, Up & Up, and Cat & Jack aren’t just filling shelves, they’re dominating Target’s ecommerce sales. In fact, Target’s private labels now account for over $30 billion in annual revenue, with 10 of them generating $1B+ individually. For sellers on platforms like Amazon, Walmart, and Wayfair, there’s a lot to learn from how Target built its empire of owned brands. Spoiler: it’s not about being the cheapest — it’s about creating trust, value, and brand love online.

Target’s Private Label Strategy: More Than Generics

Gone are the days of no-frills “store brands.” Target has elevated the private label concept with trendy designs, quality materials, and unique identities. Many of its brands — like Good & Gather or Cat & Jack — are indistinguishable in presentation from national brands. Unlike traditional CPGs, Target owns the full experience, from design to shelf placement, allowing it to drive profit and loyalty.

Good & Gather: Target’s $4B Food Star

Launched in 2019, Good & Gather quickly became Target’s top-selling food line. It offers over 2,500 products, from pantry basics to organic snacks. Its promise? Great taste, no artificial ingredients, and budget-friendly prices. Good & Gather helps Target win repeat purchases online, especially with digital grocery orders growing tenfold since 2019. It’s a perfect example of how a private label brand can compete with — and even outperform — legacy food giants in ecommerce.

Up & Up: Reinventing Essentials

Up & Up, Target’s essentials brand, brings in nearly $3B annually. Known for items like hand soap, paper towels, and baby wipes, it underwent a 2024 refresh that improved formulas and added new product categories. This constant evolution — based on customer feedback—keeps it relevant. Online, Up & Up dominates search results thanks to its solid reviews, low prices, and Target’s strategic digital placement. It shows how owning quality and user experience can beat national brands at their own game.

Cat & Jack: Fashion-Forward and Family-Friendly

Since launching in 2016, Cat & Jack has become a $3B+ juggernaut in kids’ apparel. Its success comes from stylish, inclusive designs, a one-year guarantee, and online convenience. Parents trust the brand for value and quality, and kids love the look. On Target.com, Cat & Jack holds its own against big-name clothing labels. It’s a masterclass in how branding and design can elevate private label fashion into a destination product line.

Why Target Private Label Brands Thrive Online

There are a few core reasons why Target private label brands win on digital shelves:

∗ Exclusivity: These products can only be bought at Target, keeping traffic in-house.
∗ Value + Quality: Prices are often 20–30% lower than competitors, but with no compromise in performance.
∗ Customer Insight: Target uses purchase data and reviews to constantly improve products.
∗ Smart Merchandising: Its owned brands get prime placement in search results and category pages.
∗ Brand Identity: Each line has a clear look and feel, helping shoppers recognize and remember them.

Lessons for Ecommerce Sellers

Whether you’re selling on Amazon or launching your own DTC site, here’s what Target’s success can teach you:

1. Build a real brand – Avoid generic presentation. Craft a name, story, and identity that resonates.
2. Invest in quality – Customers expect private label products to match national brand standards.
3. Gather feedback – Read reviews, adapt your SKUs, and let buyers guide your next moves.
4. Optimize your listings – Use SEO-rich product titles, great photos, and clear value propositions.
5. Think long-term – Like Target, treat your private label as a brand with growth potential—not just a margin booster.

Target private label brands aren’t just succeeding — they’re setting the bar. With Good & Gather, Up & Up, and Cat & Jack, Target proves that value-driven, well-branded products can lead entire categories in ecommerce. For sellers aiming to grow in marketplaces like Walmart, Amazon, or Wayfair, the playbook is clear: own your brand, obsess over quality, and leverage customer insights. If Target can build billion-dollar brands in-house, so can you — one product (and one great experience) at a time.

Author

Digital Marketing Specialist & Analyst

Meghan Lowery

Meghan is a digital marketing specialist and analyst at Rebelution eCommerce, focusing on internal strategies. With a strong background in market analysis and initiative development, she enhances internal communications and ensures marketing efforts align with business goals. Her strategic approach improves the efficiency and impact of Rebelution’s marketing operations.