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06/07/2021

Target expands in home category — again

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture
Justina Blakney
Justina Blakney

Target is expanding its home décor offerings with a new 300-piece line.

The retailer is launching Opalhouse designed with Jungalow, a new line of home goods created in partnership with designer and Jungalow founder Justina Blakney. The nearly 300-item collection will feature include bedding, bath, décor, furniture, wallpaper and more.  Prices start at $10, with most items under $30. 

The new collection will be available in most Target stores on June 13, and will launch on the retailer's website on June 26. Target has launched nearly 15 brands in the home goods sector, including Opalhouse, which premiered in 2018.

“Target is known for one-of-a-kind partnerships that deliver incredible design at an amazing value, and this new collection with the inspiring and talented Justina Blakeney will fill our guests’ homes with a whole lot of joy,” says Samara Tuchband, Target senior VP of merchandising, home. “As a multi-year partnership, we look forward to continuing to create beautiful products with Justina that inspire all guests with affordable and accessible design.”

Target noted that its partnership with Blakeney is one of the many ways it continues its commitment to source and design more products from Black creators and designers.

"Jungalow is a small business," Blakeney wrote in a blog post on Target’s website. "We are a tiny (but mighty) team of nine women who run the business day to day. We normally design one product at a time and slowly build out a collection over the course of a few years. Designing for Target is so incredible because anything I dream up, no matter how unconventional, is feasible."

The new collection was inspired by nature and travel.

"We wanted to lean into earthy brights, fun geometric and botanical-inspired motifs and natural materials," Blakeney said. "From rattan to raffia and coconut shells, we prioritize using materials that are close to the earth. We also took inspiration from our travels. You can see inspiration from India, Mexico, Morocco, Italy and our home state of California woven into the collection."