Opalhouse Brand Provides Target Shopper A Global Style Influence

MINNEAPOLIS— When it announced the brand launch in February of last year, Target debuted Opalhouse as a Boho-oriented product line that provided it style flexibility in its home-furnishings oriented own-brand lineup.

In action, Opalhouse represents casual, throwback and global influences in Target’s home furnishings and, with its tabletop and related product offering, housewares assortment in store and online. Given its eclectic character, however, Opalhouse can evolve with home fashion, reflecting glam, European provincial and other design segments with ease. The brand offers Target flexibility as it works to pace the consumer’s sometimes fleeting preferences.

Target launched Opalhouse emphasizing bold colors, cheerful prints and high tides of texture. The brand launched with more than 1,300 pieces for the home, spanning bedding, bath, décor, tabletop and furniture, and despite Target’s commitment to home furnishings and housewares on the sales floors of its remodeled stores, it hit the market with a positioning as a primarily online brand. Target’s website merchandising of the brand demonstrates that it is committed to attracting online consumers to the brand, but its presence in-store indicates the retailer’s commitment to keeping the label in front of all its shoppers.

At its debut, Target boasted about how its designers traveled the world to research styling for the brand, with Aix-en-Provence in France, Lisbon, Paris and Mallorca among the destinations cited. However, Target put value on an equal footing with design, pointing out that it priced most items under $30.

Target maintained that Opalhouse satisfied the customer’s need to customize, noting that 90% of its shoppers like to mix and match styles. To address customer style preferences, Target reintroduced its Threshold brand to continue addressing relaxed classic aesthetics, rolled out Project 62 to provide modern styling and developed Hearth & Hand with Magnolia to meet the growing demand for modern farmhouse looks. The introduction of Opalhouse not only provided Target shoppers with another approach to home fashion, it also, given its eclectic nature, provided an intermediary sort of style consumers could tap of itself or in combination.

Indeed, in store, Target merchandised Opalhouse products grouped together but also extends them into and around other brand displays, emphasizing its eclectic, easy to play with positioning.

Online, Target takes a slightly different approach, and offers lifestyle images with photography presenting themes such as Go for Bold, Get Outside and Into the Blue. The images act as click-throughs to products that correspond with the concept suggested.

The site also lists Opalhouse products under the heading Bohemian Home Style as another way to shop, one that emphasizes the core brand identity.

Opalhouse hit stores in April of last year and Target introduced a reiteration of the brand just last month. The new offerings cover myriad product segments with candles in various shapes and scents, vases and planters, and velvet fabrics on accent chairs and ottomans, including storage ottomans. The refreshed presentation also includes woven baskets in conventional shapes and forms such as fish and elephants, and even serving carts. The product range, like other home furnishing-centric collections Target offers, includes textiles and housewares, such as embossed tumblers in a variety of colors and jungle print dinner plates.