Target Leads US in Trademark Applications Amid Private Label Push

Target filed more trademark applications than any other company in the U.S. last year, reflecting its aggressive push to expand its private-label portfolio amid a competitive retail landscape. Target Brands Inc., the Minneapolis-based retailer’s subsidiary, submitted 525 trademark applications to the USPTO in 2024, the most among all companies, including entertainment, gaming, and pharmaceutical players. In fact, this marks the third consecutive year Target has led the nation in trademark filings, according to The Minnesota Star Tribune.

The filings largely covered Target’s growing lineup of owned brands, which generated $30 billion in annual sales across more than 40 labels, including popular lines such as Cat & Jack, Good & Gather, and Threshold. In 2024, Target launched Dealworthy, a value-focused essentials brand, and Gigglescape, a toy brand, while also expanding assortments under its Auden and Up&Up labels.

Total Retail's Take: Retail executives are increasingly viewing private-label as more than a margin play; it's a lever for long-term brand equity and customer loyalty. As consumers seek value and quality, owned brands help retailers offer both without direct brand-to-brand pricing wars. Target and other retailers are using private-label brands to control quality, pricing and experience. For retailers in categories such as grocery, apparel, and home, the takeaway is clear: branded exclusivity is becoming table stakes.

For Target specifically, trademark filings support the launch of new lines like Dealworthy (essentials) and Gigglescape (toys), as well as expansions to existing brands like Auden and Up&Up. For competitors, tracking trademark activity can provide early insights into category shifts, consumer trends, and where the market leader is investing next.