Trademark applications surge at Target as they expand into the private label market
Target is making waves in the retail industry, topping the list of companies filing the most trademark applications with the U.S. Patent and Trademark Office (USPTO) in 2024. This strategic move is part of the company's efforts to expand its private label assortment, setting it apart from competitors.
The growth of Target's private label products has been a shining star for the company. In March, the retail giant launched the first line of frozen pizzas and appetizers with James Beard Award-winning Chef Ann Kim. This was followed by the debut of Good Little Garden, a floral own brand offering more than 60 options across fresh, colorful blooms and plants, with prices starting at just $6.
Target's Good & Gather brand also saw the addition of the Good & Gather Collabs assortment, focusing on developing products with renowned chefs. In June, Carolina-style appetizers, snacks, and sauces developed with James Beard Award-winning Pitmaster Rodney Scott were introduced under the Good & Gather brand.
Rick Gomez, executive vice president and chief commercial officer with Target, stated that new brands and brand refreshes are a key tool for meeting consumer needs. The company's focus on private labels is evident in the 525 trademark applications it filed with the USPTO in 2024, with a focus mostly on these in-house brands.
Target is not alone in this strategy. ALDI, Walmart, and Lidl have also increased their trademark applications for private label products, reflecting a broader industry trend. By trademarking their private label products, these retailers protect their unique brands and create distinct product identities that help differentiate them from competitors.
Trademarking private labels allows retailers to have greater control over product quality, packaging, and marketing, enabling a consistent customer experience and stronger brand reputation. Private labels generally have lower production and marketing costs, allowing retailers to offer competitive prices while maintaining profitability.
Moreover, increasing private label offerings expands product variety and encourages customer loyalty by providing exclusive products available only at these stores. Legal protection and prevention of imitation are also essential, as private labels grow in popularity.
Target's private brands accounted for $31 billion in sales this past year. With more than 40 private brands under its belt, the company is set to launch over 600 new items from its Good & Gather and Favorite Day owned brands in 2025, further cementing its position as a leader in the private label market.
This article was originally published by sister brand Store Brands, providing insights into the strategic moves of major retailers in the grocery business.
- Target's expansion of its private label products, as demonstrated by the launch of Good Little Garden and Good & Gather Collabs, is backed by a focus on trademarking these in-house brands, providing legal protection and creating distinct product identities.
- In line with other retail giants like ALDI, Walmart, and Lidl, Target's heavy focus on trademarking private labels allows for greater control over product quality, packaging, and marketing, ultimately strengthening its brand reputation and encouraging customer loyalty.
