Since its 2012 debut, Target’s Threshold private brand has been a customer favorite. The only problem? Customers wanted a larger selection of furniture styles to finish off their space or even completely furnish their homes.

Target - Threshold -Shot3-HeroHub-MainThis week Target announced the expansion of Threshold, doubling the assortment of furniture we offer. The new collections, Gilford, Millsboro, Parsons and Darley, plus additional furniture pieces in more colors and patterns than before, were designed by Target’s private brand product design and development team.

Target - Threshold - -Shot2-MainJulie Guggemos, Target’s senior vice president of product design and development, gave the Target blog “A Bullseye View” the scoop on why Threshold is bigger and better than ever:

Target - Threshold -Threshold-Shot1-MainWhat inspired the Threshold collection expansion?
Our guests’ homes are shaped by the families who live in them. Their styles may be modern or casual. Some are more traditional, others more bold. To meet our guests’ home furnishing needs, we needed to offer them more style options, breadth of assortment and versatility. So with all of that in mind, my team started thinking bigger, and got to work expanding the line.

Target - Threshold - -DigitalDenver-Shot2-PDPWhy will guests be excited about the expanded line?
By doubling our furniture assortment and offering so many new pieces, colors and sizing options, we’re hoping to inspire even more guests to put the finishing touches on a room in their house, or even spring for a total redesign. These pieces are that good.

How would you describe the four new collections?
Gilford is the most traditional line, Millsboro I’d call mid-century modern, Parsons is simple and modern, and Darley features a lot of cool mixed materials. Personally, I love the Millsboro collection. The clean lines and fresh aesthetic will look amazing in any modern or transitional home.  The headboard and dresser are two of my favorite pieces and offer an incredible value to our guest. Throughout each, you’ll see some really beautiful details like hammered metals, polished marbles and stylish upholstering.

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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.