industry insider | Feb 21, 2018 |
Your first glimpse at Target’s colorful new home brand

Opalhouse, a travel-inspired collection that Target debuted earlier this week, joins a number of other in-house collections from the major retailer. With more than 1,300 pieces, the newest line includes bedding, bath, decor, tabletop and furniture, and was designed with cities Aix-en-Provence, Lisbon, Paris and Mallorca providing creative inspiration.

Bird-themed wallcovering designed by the Target team for the new Opalhouse collection; courtesy Target
Bird-themed wallcovering designed by the Target team for the new Opalhouse collection; courtesy Target

The retailer notes that 90 percent of its customers prefer to mix and match design aesthetics; in response to that, it last year launched Threshold, Project 62, and Hearth & Hand With Magnolia. The Magnolia collection, designed with HGTV power couple Chip and Joanna Gaines, launched in October of last year with 300-plus pieces, including tabletop, home decor and gifts, with most items under $30, while Project 62, launched with a 1,000-piece collection, spans furniture, pillows, dinnerware, decor and more.

“The introduction of Project 62 and Hearth & Hand With Magnolia accelerated a lot of positive momentum within our Home business. Not only are our guests responding to the individual brands, but the new brands are driving traffic and sales across the entire store,” said Mark Tritton, chief merchandising officer at Target, in a statement. “And now, we’re introducing Opalhouse, a new Home owned brand centered around the eclectic aesthetic. The launch of Opalhouse helps round out our Home assortment, making Target a destination for differentiated brands that guests can find only at Target, all at an incredible value.”

Items from the new Opalhouse line; courtesy Target
Pillows and throws from the new Opalhouse line; courtesy Target

The colorful Opalhouse collection features materials like silk, pressed glass and velvet and it also includes more of the Target design team’s original artwork than any of the retailer’s prior collections. Opalhouse will be available in all Target stores and on the brand’s site starting April 8, with prices starting at $1.99 and the majority of pieces priced under $30.

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