Target has developed a new line of low-cost products geared to budget-conscious consumers.

The retailer recently announced the release of “dealworthy,” a new in-house brand featuring low prices on nearly 400 items including accessories, household essentials, beauty, and electronics.

“With the introduction of our newest owned brand, dealworthy, consumers can shop hundreds of everyday basics at incredibly low prices, without sacrificing quality for the price,” said Rick Gomez, a Target vice president, in a press release. “We know that value is top of mind for consumers, and dealworthy, backed by our owned brand promise, will not only appeal to our current guests but position us to attract even more new shoppers to Target.”

Target outlined the mission of “dealworthy” in a fact sheet, saying the brand’s prices are among the “lowest across Target’s assortment.” The brand’s prices start at less than $1 and most of the items will be under $10. Electronics in the “dealworthy” line will be 50 % lower than other brands sold at Target.

Items from “dealworthy” will continue to roll out this year and into early 2025.