HGTV Hosts Chip And Joanna Gaines Partner With Target On Home Collection

Target Corp. has formed an exclusive partnership with Magnolia, a home and lifestyle brand founded by HGTV hosts Chip and Joanna Gaines, which will include home and lifestyle merchandise.

Shoppers can purchase Hearth & Hand with Magnolia products at Target stores and on Target.com beginning November 5. The collection marks Magnolia’s first collaboration with a retailer, and will be a multi-year partnership.

The Magnolia Hearth & Hand collection will include more than 300 items, including home décor, tabletop and holiday gift products. The initial collection is highlighted by neutral colors, rich textures and clean lines. Designs also incorporate modern, classic, industrial and vintage touches. The collection’s price ranges from 99 cents to $129.99, with most items under $29.99. Target added that it would refresh the collection with new items multiple times throughout the year.

“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 Mark Tritton, Target evp/chief merchandising officer. “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 love, and the quality and affordable prices can’t be beat.”

To kick off the partnership, Magnolia will work with Target House at St. Jude Children’s Research Hospital, which provides long-term housing for St. Jude patients and their families, to redesign the facility’s dining room in time for holiday gatherings.

“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 pricepoint. 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.”