Opalhouse launches in stores and online on April 8, and prices for the collection range from $1.99 to $549.99.
When we heard Target was launching another home line we did a little happy dance. The retailer already has popular collections like Threshold, Project 62, and Chip and Joanna Gaines’s Hearth & Hand with Magnolia line. Now, Target’s introducing Opalhouse, a home brand with an “eclectic aesthetic.”
“One of the things we found when we researched our guests was that 90 percent of them say that they want to be able to mix-and-match different aesthetics—and one third of our guests like an eclectic style.” Target's chief merchandising officer, Mark Tritton, told RealSimple.com.
The brand is inspired by travel, with Target’s design team traveling to Aix-en-Provence, Lisbon, Paris, and Mallorca to look at the culture and trends of each locale. The collection features over 1,300 pieces with details like pressed glass, jewel-tone hues, rattan, and screen-printing.
This is just one of the many brands Target plans to roll out in the coming years, and Tritton says the goal is to be able to give customers plenty of choices. “It goes to our guests saying, ‘We want to choose, we want that democracy’—so they can buy across our portfolio and put together their own unique space. It’s hyper-personalization and we’re providing the menu to do that.”
Take a look at the pieces from the lookbook below and shop the whole collection at Target stores and on target.com starting April 8. Prices range from $1.99 to $549.99.