Target will expand its private label push with a new line of luggage called Open Story. The portfolio will include items such as backpacks, garment bags and packing cubes that range in price from $19.99 to $179.99. The products will be advertised as costing 25% to 30% lower than comparable brands.
The luggage line was designed in-house by incorporating customer feedback to better understand what consumers wanted out of their travel products. The retailer will offer limited-edition colors through October 2020 to help build early enthusiasm for the collection. Open Story joins a number of other private label brands Target has introduced in the past two years, including:
- Good & Gather, a health-conscious grocery brand that will reach 2,000 items by the end of 2020;
- Smartly, a collection of household essentials such as hand soap, paper plates and household cleaners that cost less than $2 each; and
- The Millennial-focused brands Heyday, which features tech accessories; Wild Fables, a young women’s apparel collection; and Original Use, a young men’s apparel collection.
Additionally, Target is launching Open Story shortly after Away Co-CEO Steph Korey has been criticized for allegedly creating a “toxic work environment.” This could potentially impact shoppers’ perception of a brand that has positioned itself as a force of positivity, though it remains to be seen if that will have an effect on the success of Target’s luggage offering.