Get ready for bold colors, optimistic prints and tons of texture from Target’s newest and just-announced Home décor private brand Opalhouse. The colorful collection includes more than 1,300 pieces for the home, spanning bedding, bath, décor, tabletop and furniture. For the brand’s debut this spring, Target’s design team traveled far and wide to cities like Aix-en-Provence, Lisbon, Paris, and Mallorca to gather inspiration to create a collection of authentically-inspired, eclectic pieces. And with most items under $30, guests can incorporate the unique designs and elevated details (think pressed glass, jewel-tone silks, and velvets, to name a few) into their homes without breaking the bank—no passport needed.

Why an eclectic brand? About 90% of Target customers like to mix and match styles to create a personalized look within their homes, so in 2017 the retailer set out to introduce more than a dozen new private brands with clear and distinct points of view that have the flexibility to work together. First, they reintroduced  Threshold to celebrate its original relaxed classic intent, followed by an approachable modern aesthetic with Project 62 and modern farmhouse aesthetic with Hearth & Hand with Magnolia. And now, Target is introducing an eclectic aesthetic with Opalhouse, giving Target customers multiple styles to choose from to help bring their Pinterest-worthy home design dreams to life.

“The introduction of Project 62 and Hearth & Hand with Magnolia accelerated a lot of positive momentum within our Home business. Not only are our guests responding to the individual brands, but the new brands are driving traffic and sales across the entire store,” said Mark Tritton, chief merchandising officer, Target. “And now, we’re introducing Opalhouse, a new Home owned brand centered around the eclectic aesthetic. The launch of Opalhouse helps round out our Home assortment, making Target a destination for differentiated brands that guests can find only at Target, all at an incredible value.”

Opalhouse features more of the Target design team’s original artwork than any brand the retailer has ever introduced. Target’s design team has traveled the world, gathering inspiration at every stop–whether it’s wandering the streets of Paris, visiting local markets in Mallorca or spending time with locals in Lisbon. Then, they put pen to paper, sketching and painting new prints and designs that will later come to life as prints on pieces from the collection. Check out the wallpaper. The Target design team saw that bird on a street in Lisbon and the flowers near a market in Paris, and then painted that print while riding on a train to their next destination. A little inspiration coupled with a little watercolor, and voila! Wallpaper.

Opalhouse will be available in all Target stores and on Target.com beginning April 8. Prices start at $1.99, with most items under $30.

I look forward to seeing the collection.

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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.