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Target teams up with HGTV stars to launch a new home and lifestyle brand

The 'Fixer Upper' stars will see their new line hit Target shelves in time for the holidays.
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Have a home with an open floor plan, complete with a kitchen island? Well, Target wants to help you furnish it.

The Bullseye announced this week an exclusive collaboration with Magnolia, the brand created by Chip and Joanna Gaines – stars of the phenomenally popular HGTV DIY show Fixer Upper.

The renovation experts are bringing a line of home and lifestyle goods to Target just in time for the holiday season. Products will hit the shelves in stores and online starting Nov. 5.

The collection, called Hearth & Hand with Magnolia, will comprise more than 300 items including tabletop, home decor and holiday gifts. Items will feature "neutral colors, rich textures and clean lines" and a mixture of "modern, classic, industrial and vintage touches."

Prices will range from 99 cents to $129.99, with Target saying most will cost less than $29.99. Merchandise will be "refreshed" multiple times throughout the year.

Joanna Gaines said the core of the Magnolia brand is "the desire to make homes beautiful, but with a focus on family and practicality."

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

In his blog, Chip Gaines said Target's design team has been "top-notch," with his wife working closely with them to create "beautiful" products.

"A lot of heart and soul has been poured into every last piece of Hearth & Hand with Magnolia, and I think people are going to be able to feel that," he wrote.

The latest of Target's new brands

It is the latest in a dozen exclusive brand collaborations Target is launching by the end of 2018, an effort to entice more shoppers through its doors.

In July, Target announced three new clothing lines and a new home brand that will arrive in stores this month and next, replacing the soon-to-be-gone Merona and Mossimo lines that had been a mainstay for years.

The partnership with the Gaines' follows the high-profile collaboration with Victoria Beckham earlier this year.

With fierce competition from its major rivals – Amazon and Walmart – Target's chief merchandising officer Mark Tritton said that "differentiation has never been more important" in retail.

"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," he added.

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