(TGT) - Get Report

is finally realizing a focus on trendy apparel and household items won't do the trick in this economy.

The discounter relaunched its store brand of basic household items like laundry detergent, cotton balls and baby food under the name "up & up."

Private-label brands have been successful lately, since they are generally more profitable for retailers than name-brands and as a result cheaper for consumers.

Target has been rolling "up & up" products into its stores since March and by the end of September will be selling more than 800 of these items in stores.

The company has said the brand is equal in quality to national brands, but at a lower price, offering a savings of about 30%.

Target has been attempting to move away from discretionary items like clothing, which are struggling as consumers cut back. The company has also turned its focus to food items through a "mini-grocery" roll out.

Target has been losing market share to rival

Wal-Mart Stores

(WMT) - Get Report

which has been better able to capture the national mood through its "Save More. Live Better." campaign. Wal-Mart relaunched its own private label brand, called Greater Value, earlier in the year.

In Target's first-quarter, the discounter saw a

13% drop in profit

, its seventh straight earnings drop. During the quarter, profit fell to $522 million, or 69 cents a share. Sales increased slightly to $14.36 billion from $14.3 billion last year, receiving a boost from food and commodity categories.

Shares of Target were up 4% to $40.30 in late-day trading.

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