Target is phasing out its Fieldcrest brand of bedding and bath products, a move that signals the retailer’s increasing focus on its own products and away from national brands.
The Fieldcrest brand, which Target has carried for more than 20 years, will be replaced by Target’s new “Made to Matter” line of products, which includes items from organic food to baby products. The change will be complete by the end of September.
Target is not the only retailer to focus on private label brands. Walmart has been investing in its own brands, such as Great Value, while Amazon has been building a stable of private label products across a range of categories.
The shift away from national brands is likely to continue as retailers look for ways to stand out in a competitive marketplace. Private label products often allow retailers to offer lower prices and more unique products.
