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Target in limited-edition partnership with Vineyard Vines

Target Corp. looks is going preppy with a brand that is a favorite of younger consumers.

Target is teaming up with Vineyard Vines — best known for its smiling pink whale logo - on a limited-edition lifestyle collection. The discounter’s latest brand partnership will launch in Target stores and on its website on May 18 and be available through July 13, or while “supplies last.”

The line will feature more than 300 items across a wide range of categories, including apparel, home and outdoor goods, accessories, swim and even pets. Some of the items, particularly those in the home and outdoor goods products, will be a first for Vineyard Vines. Prices will range from $2 to $120, with most items selling under $35, according to Target.

“Vineyard vines is a brand that our guests know and love, and one that exemplifies our shared sense of optimism and joy through their use of bold colors and prints,” says Mark Tritton, executive VP and chief merchandising officer at Target. “We worked closely with the vineyard vines team to create a collection of well-designed, affordable items that are meant to bring people together, whether it’s for a shared meal with friends or a family trip to the beach.”

Target’s limited-edition partnerships with popular brands have been largely successful, although not without some mishaps. In 2015, its hotly anticipated Lily Pulitzer collection sold out within hours, leaving many shoppers frustrated and angry. Last spring, Target teamed up with Hunter on a limited edition collection that drew some criticism when production issues delayed the brand’s signature rain boots from ending up in Target.

Vineyard Vines was founded in 1998 by brothers Shep and Ian Murray, who left their desk jobs to start selling neckties. The brand is inspired by Martha’s Vineyard in Massachusetts, where the brothers spent their summers. The company — known for its smiling pink whale logo — has grown into a lifestyle apparel brand with products for the entire family.

“We are excited to collaborate with Target, a brand that shares many of our same values including fun, optimism and innovation,” said Shep Murray, CEO and co-founder of Vineyard Vines. We look forward to testing out new product categories and ultimately spreading our message of ‘Every day should feel this good’ in a new and fun way.”
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