Target Unveils Two Store Brand Initiatives in Kitchenware and Home Garden

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January 12, 2010

This week Target launches Giada De Laurentiis branded kitchenware and foods, an exclusive line of affordable cookware products and specialty foods for the budget conscious home cook.

Designed for everyday cooking, the new assortment by Giada -- an award-winning chef and Food Network personality -- is available at all Target stores and on Target.com.

"Our guests want kitchen gear that makes their daily cooking easier and more enjoyable, and Giada's collection delivers," said Kathee Tesija, executive vice president merchandising for Target, based in Minneapolis. "We combined our design expertise with Giada's culinary background to create a product collection that pairs utility with great design and affordability."

The assortment -- "captures Giada's signature style with a fresh, modern twist" -- ranges from kitchen gear, such as cookware, ceramic bakeware and kitchen tools, to pasta, pasta sauces, salad dressings and flavored coffees, according to a Target statement.

Giada will also serve as a spokesperson for the wide selection of affordable groceries at Target's 1,743 retail locations in 49 states.

In other Target news, the company acquired the Smith & Hawken brand and other intellectual property from Smith & Hawken LTD, a subsidiary of The Scotts Company LLC.

Target currently sells outdoor furniture, gardening and dÇcor solutions through Smith & Hawken for Target, which has been available exclusively at Target stores nationwide and online at Target.com since 2006.

"We're thrilled to own such an admired and iconic brand," said Tesija. "We believe the Smith & Hawken brand complements our existing portfolio of owned brands and provides our guests with another compelling reason to shop Target."

Read These Related Articles:

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• Organic Watchdog Group Takes on Target Store Brands
• Wal-Mart Recycles Corrugate into Store Brand Pizza Boxes
• Nutrition Claims on Store Brand Products Rise
• Shearer's Buys Wal-Mart's Salty Snack Supplier

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