Target Launches Opalhouse Home Brand

Target is launching a new home brand: Opalhouse.

The colorful collection will offer more than 1,300 pieces for the home, spanning bedding, bath, décor, tabletop and furniture. For the brand’s debut this spring, Target said its design team traveled to cities like Aix-en-Provence, Lisbon, Paris and Mallorca to gather inspiration to create a collection of authentically-inspired, eclectic pieces. Designs feature bold colors, prints and textures.

In terms of the eclectic nature of the brand, Target said its customers enjoy mixing and matching styles to create a personalized look within their homes, as well as mixing and matching with the retailer’s other home brands. Target’s other recent brand initiatives included a reintroduced relaxed yet classic Threshold brand, the modern aesthetic oriented Project 62 and a modern farmhouse aesthetic with Hearth & Hand with Magnolia.

“The introduction of Project 62 and Hearth & Hand with Magnolia accelerated a lot of positive momentum within our home business. Not only are our customers responding to the individual brands, but the new brands are driving traffic and sales across the entire store,” said Mark Tritton, chief merchandising officer, Target. “And now, we’re introducing Opalhouse, a new home owned brand centered around the eclectic aesthetic. The launch of Opalhouse helps round out our home assortment, making Target a destination for differentiated brands that guests can find only at Target, all at an incredible value.”

Opalhouse will be available in all Target stores and on beginning April 8. Prices start at $1.99, with most items under $30.