Target in new exclusive partnership—with TV duo
Target Corp. is launching a new brand with HGTV's 'Fixer Upper' stars Chip and Joanna Gaines, and it's doing it just in time for the holidays.
The retailer announced an exclusive multi-year partnership with Magnolia, the home and lifestyle brand founded by the Gaines, to launch a home and lifestyle goods line. The new brand, called Hearth & Hand with Magnolia, is Magnolia’s first collaboration with a retailer.
The new line, available at Target stores and on Target.com beginning Nov. 5, 2017, will encompass more than 300 pieces spanning tabletop, home décor and holiday gifts. Designed by the Gaines exclusively for Target, the collection will feature a modern take on Magnolia’s signature look of neutral colors, rich textures and clean lines, with modern, classic, industrial and vintage touches.
Prices range from $.99 to $129.99, with most items under $30.
“In a retail environment where differentiation has never been more important, we’re doubling down and introducing more than a dozen new brands to provide guests with even more reasons to choose Target,” said Mark Tritton, executive VP and chief merchandising officer, Target. “Partnering with Chip and Joanna to create a modern farmhouse collection available only at Target allows us to offer an aesthetic we know our guests will love, and the quality and affordable prices can’t be beat.”
The new brand is one of a dozen exclusive brands that Target will roll out during the next 18 months as part of its strategy to stand out in the marketplace. It already has unveiled two new apparel lines — A New Day and men’s clothing line Goodfellow & Co.
To kick off the partnership, Magnolia will work with Target House at St. Jude Children’s Research Hospital to redesign their dining room just in time for holiday gatherings. Target House is a free home away from home, providing long-term housing for St. Jude patients and their families.
"At the core of the Magnolia brand is the desire to make homes beautiful, but with a focus on family and practicality. We want to create spaces that families want to gather in,” said Joanna Gaines. “We’ve always dreamed of working with a retailer to create a collection that could reach more people at a more affordable price point. Coming together with Target not only allows us to design beautiful pieces for people all over the country, it also allows us to help communities in a bigger way than we could have ever imagined.”