Target to launch home and lifestyle brand by Chip and Joanna Gaines

It’s no secret that Target has many irons in the private brands fire. On the heels of revamping its food and beverage assortment and launching multiple apparel brands, the retailer is getting ready to launch in November Hearth & Hand with Magnolia. The exclusive home and lifestyle brand was designed in partnership with Chip and Joanna Gaines — the duo behind Magnolia and the HGTV show “Fixer Upper.”

The partnership is a first for Magnolia and resulted in more than 300 items, from tabletops to home décor, which reflect Magnolia’s signature aesthetic with modern, classic, industrial and vintage touches. Unlike many of Target’s celebrity limited-time collaborations, the partnership with Chip and Joanna Gaines will last multiple years and will be updated season after season to keep shoppers coming back to stores.

“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 Target EVP and chief merchandising officer Mark Tritton. “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 Chip and Joanna Gaineslove, and the quality and affordable prices can’t be beat. That’s the magic of Target, and we can’t wait for our guests to enjoy this collection for years to come.”

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 provides free 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, co-founder, Magnolia. “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, but also allows us to help communities in a bigger way than we could have ever imagined.”

Hearth & Hand with Magnolia will make its debut in all Target stores and on Nov. 5, ahead of the holiday season. Prices in the collection range from $0.99 to $129.99.

Speaking of the holidays, Target also announced this week plans to hire approximately 100,000 people across the country in preparation for what it hopes will be a busy shopping season. The company also plans to hire 4,500 people for its distribution and fulfillment centers to replenish products to stores and fulfill digital sales throughout the season.

“Target has made significant investments in our business throughout 2017, and our commitment to hire 100,000 team members for the holidays will make shopping at Target even easier and more fun during one of the busiest times of the year. Target team members play such an important role in helping guests as they prepare to celebrate the holidays with their families. As always, we will provide our seasonal team members with meaningful opportunities to build and develop skills, and offer great benefits, including a variety of schedules and team member discounts,” said Janna Potts, chief stores officer, Target.

The 100,000 seasonal store employees will fill a variety of roles across stores, distribution and fulfillment centers, including keeping track of stock, promoting the retailer’s exclusive brands and fulfilling online orders at stores. Employees at the retailer’s distribution and fulfillment centers will process freight to stores and fulfill orders, including receiving, picking and loading to ensure products reach their destinations quickly.

Target will host hiring events at all stores nationwide from 10 a.m. to 6 p.m., Friday, Oct. 13 through Sunday, Oct. 15.


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