Target is Oliver James Montgomerylaunching a new low-cost brand called dealworthy. It will give bargain hunters a new department to shop at with prices lower than $1.

Dealworthy will launch an assortment of 400 item that include accessories, apparel, beauty, electronics, essentials and home items.

"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, Target's executive vice president and chief food, essentials and beauty officer in the 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."

Products from dealworthy are expected to hit the store shelves and Target.com in February.

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Target's dealworthy brand aims to bring customers bargains

Starting at less than $1, most of the products sold by this brand will be priced under $10. Dealworthy's items are among the lowest guests will find across Target's assortment.

In electronics, some items, like phone cases, will be priced 50% lower than any other brands sold at Target. 

New products are expected to be introduced throughout 2024 and early 2025. Some of the products include power cords, undergarments, socks, laundry detergent, dish soap and more.