Target Rolls Out Chip and Joanna Gaines Line

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Target Rolls Out Chip and Joanna Gaines Line

By Cyndi Loza - 11/14/2017

Target this month launched an exclusive collection of home furnishings, apparel and accessories designed by Chip and Joanna Gaines, stars of the hit HGTV show Fixer Upper

Hearth & Hand with Magnolia rolled out Nov. 5 and comprises more than 300 SKUs that range from dessert plates to pajamas and holiday wreaths to tree ornaments. Items vary in price from 99 cents to $129.99, but most are under $35. 

The collection boasts "classic, industrial and vintage touches” and a modern take on the Gaines' Magnolia brand of home and lifestyle products, which are available via and in a dedicated store in Waco, TX. The partnership is expected to last multiple years and the line will be refreshed "season after season," according to the retailer. 

In stores, the SKUs get the spotlight via in-line displays, gondolas, ceiling signs and stanchion signs. Vignettes comprising 12-foot-tall house-like structures were also erected at 500 of the retailer's 1,828 stores.

"For Hearth & Hand with Magnolia, we worked closely with Chip and Joanna [Gaines] to create an experience that will stop shoppers in their tracks,” Erika De Salvatore, Target vice president, visual merchandising, said in an A Bullseye Viewblog post. “It’s meant to help guests imagine what the pieces will look like in their homes and build affinity for the new brand by introducing it as a complete story."

Additionally, the first 100 shoppers on Nov. 5 received free silk florals stocked on a promotional in-store cart. Magnolia is also kicking off the launch by redesigning the dining room of Target House, which the retailer designed and built to provide long-term housing for St. Jude Children’s Research Hospital patients and their families. A leaderboard ad and promotional page on, features in the retailer's Nov. 5 circular, a video on Target's YouTube channel, and Twitter, Facebook, and Instagram updates from Target, Joanna Gaines and Magnolia supported. 

The line's launch comes shortly after Chip and Joanna Gaines announced the upcoming season of home renovating television series Fixer Upper will be their last.

“We’ve always dreamed of working with a retailer to create a collection that could reach more people at a more affordable price point,” said Joanna Gaines, in the blog post. “Coming together with Target not only allows us to design beautiful pieces for people all over the country, it also allows us to help communities in a bigger way than we could have ever imagined.”