Target adds millennial-friendly home collection
Target is looking to woo millennials away from Ikea and other retailers with a new value priced home line.
The new collection is called Made By Design, which offers more than 750 pieces from kitchen supplies to furniture to closet organization -- all at low prices.
"Made By Design is the ultimate expression of our DNA — a commitment to the democratization of impeccable design,” says Mark Tritton, executive vice president and chief merchandising officer of Target. “This line is filled with beautiful, purposeful pieces that our guests can count on for superior quality, style and value season after season. It’s the perfect foundational brand to complement our assortment, which now features more distinct aesthetics than ever to help every guest make their house a home that truly reflects their unique personalities and preferences.”
Made By Design is Target's fourth new brand launch in the past year. Brands launched over the past year include classic pieces from Threshold, modern options from Project 62, a modern farmhouse aesthetic with Hearth and Hand with Magnolia and most recently, cool, eclectic finds from Opalhouse.
"Now we’ve gone even deeper to understand guests’ needs and pain-points (seriously, we left no stone unturned, embarking on the most extensive guest research we’ve ever done). Turns out that guests—especially those establishing their first homes [read: millennials] —crave quality everyday items that will simplify their lives and complement their ever-evolving style—all without compromising affordability. Enter Made By Design," Tritton said.
Most Made By Design items will be priced under $30. The collection will be available in stores on June 23.