Waco couple and HGTV stars Chip and Joanna Gaines continue their path toward world domination via a new exclusive partnership with Target and Magnolia, their home and lifestyle brand. Called Hearth & Hand with Magnolia, it's Target's new line of home and lifestyle goods, and will be available at all Target stores and on Target.com beginning November 5.
The collection marks Magnolia's first collaboration with the retailer, and will be a multiyear partnership. Magnolia is the name attached to the couple's real estate and renovation company; their Waco silos shopping complex; and the charming bed-and-breakfast in McGregor, Texas, that they opened in 2016.
Items from their Magnolia Home collection are sold at Pier 1 Imports, Nebraska Furniture Mart, and other retailers.
Hearth & Hand with Magnolia is designed exclusively for Target by Chip and Joanna Gaines and reflects a modern take on Magnolia's signature look. It's a massive collection of more than 300 pieces spanning tabletop, home décor, and holiday gifts, rendered in Magnolia's signature neutrals and clean lines.
With modern, classic, industrial, and vintage touches, Hearth & Hand with Magnolia items will range from 99 cents to $129.99, with most items under $29.99. It'll "refresh" multiple times throughout the year.
Joanna Gaines says in a release that they've always dreamed of doing a collection at a more affordable price point.
The partnership is built on a joint commitment to support local communities. To kick off the partnership, Magnolia will work with Target House at St. Jude Children’s Research Hospital to redesign their dining room. Target House is a free home away from home, providing long-term housing for St. Jude patients and their families.
The Magnolia partnership is one of more than a dozen new brands being introduced by Target to replace revered in-house names such as Merona, Mossimo, and Cherokee. New brands already announced include A New Day, Goodfellow & Co., JoyLab, and Project 62.
Target's sales have been down and its stock price has been dropping, with fortunes so bad that CEO Brian Cornell was forced to take a pay cut.