Target, known for its frenzy-inducing celebrity collaborations, announced Tuesday that it will team up with the popular hosts of HGTV's Fixer Upper' to roll out a new line of home decor.
Hearth & Hand with Magnolia will debut on Nov. 5, introducing items designed with Chip and Joanna Gaines, whose televised home renovations have drawn a huge fan base, and also spawned Magnolia, a lifestyle brand that sells items ranging from pillows to wallpaper.
Unlike many of Target's previous celebrity partnerships, with such designers as Victoria Beckham and Missoni, the tie-up with the Gaines' will not be a limited, short-term collection, but will instead last indefinitely and include more than 300 products.
For Target, once affectionately dubbed Tarjae by fashionistas who lauded the store chain's chic but cheap fashions, an exclusive collection co-created with a pair of popular TV hosts is a way to stand out from other retailers who are struggling to woo shoppers and compete with online giant Amazon.
"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," Mark Tritton, executive vice president and chief merchandising officer for Target said in a statement announcing the new partnership.
The Hearth & Hand with Magnolia line, which will include including vases, place card holders and table linens, will range in price from 99 cents to just under $130, with most of the products costing less than $30.