Target had a big win in its home business late last year with a collection by Chip and Joanna Gaines, stars of HGTV's Fixer Upper. Hearth & Hand with Magnolia and its modern farmhouse aesthetic is honey for many of Target’s shoppers, who want a touch of Joanna’s signature old-is-new style. The product line’s appeal is its distinctive, yet familiar and comfortable design at prices everyone can afford.
But for other shoppers Target needs to attract – Millennials who are in their prime for home-related purchases – it may not their cup of tea. Urban Millennials in their first (and likely small) apartment or home leaning towards a more contemporary design that won’t clutter tight spaces may not be drawn to that farmhouse-inspired look. Now Target has a home line designed for them: Made By Design.
Target sets the table in a statement: “Guests – especially those establishing their first homes – crave quality everyday items that will simplify their lives and complement their ever-evolving style – all without compromising affordability.” It also notes that most items in the extensive 750+ product line will be priced under $30.
The Made By Design product line, heavy on basic housewares including bedding, bath accessories, storage containers, kitchen tools and furniture, will be available in Target stores and on Target.com beginning June 23.
The company uncovered this gaping hole in its home product mix by studying what their guests were and weren’t buying in the home department. They discovered that after shopping at Target for more decorative items, customers would then to go to Ikea, Kohls, Bed Bath & Beyond or Walmart for basic, everyday housewares. The Made By Design line is the company’s answer.