Target Announces the Launch Of A New Private Brand

This past week at Target’s home editor preview event in New York City, the Minneapolis based retailer presented a sneak peek of what’s in store for home décor, including an all-new Target Private Brand that will debut in September. The brand joins a growing portfolio of exclusive and Private Brands in home including: Target Home, Room Essentials, Smith & Hawken, Thomas O’Brien, Dwell Studio, Xhiliration, Fieldcrest and the soon to depart Michael Graves.

Julie Guggemos, vice president of Target’s product design and development team, showed the official Target blog, “a bullsey view”  her favorite pieces and revealed the inspiration behind the collection.

First off, we love the cardboard display house. Why showcase the collection in a makeshift house?
Julie Guggemos: The name of the brand is Threshold—a new Target home brand that you’ll start to see in stores in September with a full rollout next spring. We wanted to invite our guests to literally step across the threshold and experience the product in a home atmosphere, where it is meant to be.

Tell us about Threshold.
JG: We know how important great design is to our guest. She’s constantly looking for new ways to update her home. We thought it was time to elevate our assortment, by introducing a new brand with strong personality, exceptional quality and outstanding design. You’re not going to find anything else like it!

Threshold Inspiration Board

What was the inspiration for the fall collection?
JG: The fall collection is centered on the New England countryside. It incorporates equestrian and heritage influences, Native American prints, menswear stripes and plaids, brass accents, different textures and hand-sketched elements—all touches that evoke a sense of nostalgia. We even have old wooden games that are as fun to display as they are to play. Texture is also a big inspiration—like chunky knits—which you’ll see on pillows, ottomans, throws and lamps.

Where will we see equestrian influences?
JG: Riding influences are prevalent everywhere, from the leather handles on a hammered silver serving bucket, to the buckle detailing on a herringbone picture frame, and a horse silhouette on an outdoor rug.

Do you have a favorite piece from the collection?
JG: My favorite piece is the blue pillow with a stitched outline of a horse —the back of the pillow captures the menswear plaid trend, and the front focuses on the equestrian touch I mentioned earlier. It’s a great statement piece that you can use to update our home.

What is the easiest way to update your home?
JG: All you need is a few pillows and a throw! You can instantly refresh any room in the house just by adding those small pops of color and exciting prints—like southwestern patterns and the menswear-inspired prints.



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Christopher Durham
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.