Liberty of London Goes Wild At Target

Target is known for it’s fast fashion and brilliant instore execution of beautiful signage, so the introduction of brightly colored bunnies as large clings to the exterior of my local Target was certainly a signal of brighter things inside. According to a press release from Target:

This spring, Target introduces Liberty of London for Target, an exclusive new Private Brand collection featuring chic home and fashion must-haves. The partnership with Liberty of London marks the first time a Target Private Brand has spanned so many categories, everything from fashion and accessories for women, men, children and baby to home and garden products. With a rich heritage in bold florals and prints, Liberty of London brings its bold and vivid design aesthetic to Target.

“The Liberty of London for Target collection offers whimsical, contemporary design at affordable prices,” said Kathee Tesija, executive vice president, merchandising, Target. “Liberty of London drew on its rich art heritage of gorgeous patterns to inspire a line of unique items that are guaranteed to bring elements of style and cheerfulness to our guests’ lives.”

Since 1875, Liberty & Co. has collaborated with an array of designers and artists resulting in an abundant and varied archive of more than 43,000 print designs that remain as fresh and inspiring today as when they were first created.

“Building upon our legacy of exquisite craftsmanship and innovation, we reworked a selection our signature floral prints into a captivating and accessible Liberty of London for Target collection,” said Geoffroy de La Bourdonnaye, chief executive officer, Liberty PLC. “We’re delighted to collaborate with Target to share our vision of beautiful home, fashion and lifestyle design with their customers across the United States.”

The Liberty of London for Target home and fashion collection features a total of 25 unique prints that are perfect for springtime. The British brand’s beloved micro-floral patterns are splashed across everything from bicycles and sundresses to teapots and tote bags. The women’s collection offers tops and dresses, swimsuits and intimates; the men’s line includes woven shirts, ties and boxers. Home and garden features ceramic canisters, garden gloves and gift items such as stationery sets and candles. Clothing and bedding for baby and girls round out the assortment.  The Liberty of London for Target collection will be accessible to a wide audience at unbeatable prices ranging from $3.99 for a girls’ headband set to $199.99 for a bicycle.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.