Target decided to venture into a diverse-design brand after discovering that about 90 percent of their guests like to mix and match styles to create a personalized look within their homes. So in 2017 Target set out to introduce a number of new brands with clear and distinct points of view that have the flexibility to work together. First, they established the Threshold brand to celebrate its original relaxed classic intent, followed by an approachable modern aesthetic with Project 62 and then the modern farmhouse aesthetic with Hearth & Hand with Magnolia. And now, they're introducing a more eclectic aesthetic with Opalhouse, which to my eye looks very "Jungalow" (if you're at all familiar with Justina Blakeney's work).
Opalhouse will be available in all Target stores and on Target.com beginning April 8. Prices start at $1.99, with most items under $30. For a sneak peek, check out the preview pics here on A Bullseye View.
7 comments:
Wow - 1300 pieces!? Target is really banking on young 20-something customers with expendable cash to spare for their first apartments out of college, I guess. The look is similar to the previous collaboration with Calypso and John Robshaw (the JR one was for teens only but I loved the textiles from that collaboration). The problem with the "boho" chic look is that unless the material is of high quality cotton, the items can come off as cheap and dated pretty quickly. This is definitely a wait and see.
Quality is on par with Project62, particularly in the softlines (ie: pillows, blankets). One more line is being considered for the post-tween segment, which is notoriously fickle. Nate Berkus towels will remain for now, but all hardlines are d/c’d. NB numbers just weren’t there; sales were primarily discount-driven to clearance driven. Factor in NB’s upfront stipend, and it makes sense to move that floor space to other brands.
NSHD: while the John Robshaw collab was aimed at the college set (with most bedding made for XL twin size) I found it pretty accessible. In fact, I bought two JR twin bed sets for my parents' guest room and they LOVE it! Agreed, though, that the quality has to be there.
JCH: thanks for the inside info!
I also filled my guest room with Robshaw Target-- looks fantastic
My pleasure! Watch for one, possibly two, meal-based in-house brand(s) before year end. One sounds like it might be kid oriented, the other an adult dinner kit for two with a strong focus on premium fresh ingredients, more upscale.
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