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New Target Home Brand Crosses Threshold, And Vice Versa

Monday April 8th, 2013 - 5:26PM


Threshold From Target's Website

Published reports have Target launching a new home furnishings brand, adding floor space around it and looking for opportunity in the rising housing market, and the new Threshold is evident on its website. The company is offering Threshold own-brand products in categories including Furniture, Kitchen & Dining, Bedding, Bath and Home Décor.

In fact, the company has developed an entire online presentation including video played over the Crosby, Stills & Nash hit “Our House” and copy that explains of Threshold: “It's the right mix of classic and modern. An effortless elegance. Beautiful, yet affordable. Designed for a lifetime of housewarmings. It's everything you'll love about your home.”

The basic slogan is: "Threshold. Quality & Design.”

And the overall impression is just a little Ralph Laurenesque.

The Home Décor category includes lighting and wall décor as well as curtains and rugs. Furniture includes items for indoor and outdoor as well as storage.

Online, dinnerware collections range in price from $32, for two 12-pice sets, to $74.99 for the Threshold 16-Piece Midnight Eclipse set. Accent tables are a big segment in Threshold furniture, with prices starting at $31.99 online and continuing up to $99.99. Accent seating, dining chairs and stools also have a strong presence on the website as do ottomans. Threshold also includes bonded leather sofas for up to $449.99 and a few beds as well.