Chip and Joanna Gaines Partner with Target for Magnolia Home Design Line

Magnolia Market fans have something big to celebrate: Chip and Joanna Gaines, hosts of HGTV's hit show "Fixer Upper" and founders of the down-home brand, announced they're partnering with Target for an exclusive home and lifestyle collection. Hearth & Hand with Magnolia will launch at Target stores nationwide on November 5, and will include more than 300 items "spanning tabletop, home décor and giftables," according to the Target press release.

The collection takes after the Gaines' signature modern farmhouse style with "modern, classic, industrial and vintage touches," and most items are available for less than $30, in true Target style.

For a while now, we’ve been working on a project that’s really meaningful to us and we are so excited to share the news with you! Hearth & Hand with Magnolia will be available Target November 5th. Chip gives all the details at the link here:

Posted by Joanna Gaines on Tuesday, September 12, 2017

This isn't a limited-edition line, either; the Gaines and Target are planning Hearth & Hand with Magnolia as an ongoing, multi-year partnership, with new and exciting styles to fit every season.

As Joanna Gaines told the public,

"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. We've always dreamed of working with a retailer to create a collection that could reach more people at a more affordable price point.

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."


For their part, Target execs seem just as excited about Hearth & Hand with Magnolia, the lifestyle brand that is designed to be an off-shoot of the beautiful items at Magnolia Market in Waco.

As Mark Tritton, executive vice president and chief merchandising officer, Target stated in the release:

"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. That's the magic of Target, and we can't wait for our guests to enjoy this collection for years to come."


Over at Joanna Gaines' blog, husband Chip had this to say about the couple's decision to finally make their mark on the home decor and lifestyle world:

"Just as we've never created an exclusive line of product for a retailer before, Target has never done anything like this before either. Let me try to give you a visual: it's like a little shop inside of Target.

Jo keeps calling the look "modern farmhouse," whatever that means... The pieces are functional and beautiful and will work with what you already own. We have found that sometimes, just a minor tweak can really help you love the home you are already in."


The Gaines' courted offers from major retailers for years, but according to Chip Gaines in his announcement, Target just felt right.

"Despite our initial insecurities about partnering with a large retailer, Target has exceeded our expectations every step of the way. With our friends, our family and with the people we do business with, we are serious about continually finding common ground.

We are thankful to get to work side by side with the people at Target. We believe we are going to build something really beautiful together and that our positive impact will be far greater now than it would ever be apart."

What's more is that the partnership will do good for more than just your home; Magnolia will work with Target House at St. Jude Children's Research Hospital on a dining room redesign just in time for the holidays, with many more charitable partnerships to come.

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