New at Target: Target Collective

Today Target introduces Target Collective, the retailer’s first curated design-focused collection tailored to men. According to A Bullseye View, this limited-edition assortment – a mix of the brands’ existing products and items co-created in partnership with Target’s internal design team – provides access to impeccably-crafted, U.S.A.-made goods including hand-tooled leather belts, durable canvas bags, graphic tees and irreverent stationery from partners Billykirk, Owen & Fred, Taylor Stitch, Duluth Pack, Locally Grown and Terrapin Stationers.

All of the Target Collective brands have compelling “About Us” tales to tell, from Duluth Pack’s 19th-century heritage to Terrapin’s triumph over the digital age. And Billykirk was founded by two brothers with a passion for built-to-last leather goods that get better with age. Priced from $10 to $270, Target Collective will be available on Target.com starting March 15.

My take, after viewing the products online, is as follows:

Billykirk seems to have some nice handcrafted leathergoods, which is reflected in their price points.  

Owen & Fred has some fun, kitchy men's accessories, a few of which (like the luggage tag and laundry bag) can be unisex. 

Taylor Stitch may be well made and durable, but at $45 for a plain t-shirt and $98 for a pair of chinos, I don't think this stuff is going to fly off of shelves. 

Duluth Pack has even higher price points than Billykirk, mostly $100 and up. It may be "handcrafted since 1882", but I'm not sure it fits Target's demographic. 

Locally Grown is a selection of t-shirts and trucker hats, reasonable priced. 

And Terrapin Stationers has some cute offerings, but they cost at least double what Target's in-house stationery costs (and Target's brands have some quirky, fun motifs of their own).

Overall, I think this is a collection aimed at gifts for dads & grads, and a niche few who may want something handcrafted and original. But if that's the case, then why not just order directly from these retailers vs. Target?