Maximalists, You're Going to Love Target's New Home Line

Launching in April, Opalhouse is all about embracing the eclectic.

Courtesy of TARGET

Color us impressed—Target has seriously elevated its home decor game in the past few years, and they're not stopping any time soon. With the launch of its modern home line (ideal for small space living!) Project 62 in August of last year, as well as a foray into relaxed farmhouse style with the launch of Hearth & Hand with Magnolia featuring HGTV royalty Chip and Joanna Gaines in November, we thought the big box retailer just couldn’t do it again—but boy, were we wrong.

Target officially announced the launch of a new home decor brand today—one that will most likely appeal to the maximalist in you. Aptly titled Opalhouse and releasing in April of this year, the new brand is described as having an “eclectic aesthetic,” and will feature over 1,300 items for the home. Spanning bedding, bath, decor, tabletop, and furniture, the brand will offer everything you need to truly take your home to the next level in terms of prints, patterns, and gorgeously rich colors. We’re already pining over those pretty embroidered throws (pictured below), while the jewel-toned towels and shower accessories have us wishing for sunny spring days.

Courtesy of TARGET

Why this new exploration into the eclectic? According to the brand’s official press release, about 90 percent of their customers like to mix and match decor items in order to establish their own personal style. So Target’s just giving the people what they want. With the introduction of so many brands, it seems like the big box retailer is slowly differentiating its offerings by providing separate themes and design styles for each new line, therefore becoming a design threat in its own right—and we’re all for it.

“The introduction of Project 62 and Hearth & Hand with Magnolia accelerated a lot of positive momentum within our home business. Not only are our guests responding to the individual brands, but the new brands are driving traffic and sales across the entire store,” said Mark Tritton, Target’s chief merchandising officer, in the press statement. “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.”

Courtesy of TARGET

“Incredible value” is right; products for the new brand start at just $1.99, with most items not crossing the $30 mark. Even better? These new brand offerings are globally inspired, with Target’s design team traveling everywhere from the streets of Paris to the tourist hotspots in Lisbon to find new and exciting patterns and prints to use in the collection. A prime example can be seen in the wallpaper above, with the bird and flower prints being directly inspired by the team’s trips.

This touch of whimsy in the items is elevated with some seriously unique materials, like pressed glass and jewel-toned velvets (to name a few), but even minimalists can find something they love in this wild collection. Even though we love crazy colors, the understated white and neutral offerings with interesting textures still hold a lot of promise for those hesitant to go all out in their home decor. All this variety will help anyone refresh their style with ease, all while having a ton of fun—which is Target’s primary goal.

Courtesy of TARGET

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

See more new lines on our radar:
You Can Feel Good About Shopping Nordstrom's New Home Line
Ikea Is Launching an Exclusive Photography Collection
Spring Meets Nostalgia In This New Line of Removable Wallpaper

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Published on February 20, 2018 - 3:20pm EST

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