Target Prepares Opalhouse Brand Launch

As Target prepares to launch a new home brand this spring, Opalhouse, the retailer is previewing the collection in a new look book on its website.

The home goods collection incorporates bold colors, rich textures and intricate details from what the company termed an eclectic design palette. The spring collection, with more than 1,300 pieces across bedding, bath, home décor, tabletop and furniture, will be available in all Target stores and on, with an official launch date of April 8.

In terms of the eclectic nature of the brand, Target said it aims to appeal to customers who 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.

“Opalhouse is another perfect example of how Target offers incredible design and great quality at a truly unbeatable value. That’s something you can find only at Target,” said Mark Tritton, Target’s evp/chief merchandising officer. “With the addition of Opalhouse, our guests will have access to more aesthetics than ever, giving them the opportunity to discover items that reflect their individuality and style, bringing joy to their homes in an easy, affordable way.”

Target’s Opalhouse home collection has prices starting at $1.99, with most items under $30.