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First look at Target's new homewares brand 'Opalhouse'

Opalhouse will hit stores in April.
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What's happening?

Target has revealed its latest exclusive brand, a homewares collection called Opalhouse.

It's the latest in a series of a dozen new brands Target is committed to launching over a 2-year period as it seeks to recover from sluggish sales.

What's Opalhouse?

The home brand features more than 1,300 homeware pieces, including bedding, bath, decor, tabletop and furniture.

Most of the items cost under $30, with the brand described as offering "authentically-inspired, eclectic pieces," which Target says appeals to 90 percent of its customers who like to "mix and match styles to create a personalized look within their homes."


– The 'Stranger Things' hoodie is coming to Target.

It's promising "bold colors, optimistic prints and tons of texture" to help bring customers' "Pinterest-worthy home design dreams to life."

The collection has come as a result of research in European locations like Aix-en-Provence (in France), Lisbon, Paris and Mallorca.

Opalhouse will appear in stores and online from Apr. 8, with prices starting at $1.99. 

Another move in the home department

It's the fourth major change Target has made in its home department – one of its core areas of business – in the past year.

It re-introduced its popular Threshold brand, and then launched two new homeware collections – the modern brand Project 62 and the farmhouse-style Hearth and Hand with Magnolia designed by HGTV's Chip and Joanna Gaines.

It's also introduced several new clothing and children's lines including Universal Threads and Goodfellow & Co.

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