Since Target announced the impending launch of it’s newest private brand, Opalhouse, we’ve been eagerly awaiting its official launch date on April 8. It should be interesting to see how the brand comes to life in its promised bold colors, rich textures and intricate details. In less than two weeks, the spring collection—with more than 1,300 pieces across bedding, bath, décor, tabletop and furniture—will be available in all Target stores and on Target.com, but in the meantime, the retailer has shared the full lookbook.

“Opalhouse is another perfect example of how Target offers our guests incredible design and great quality at a truly unbeatable value. That’s something you can find only at Target,” says Mark Tritton, Target’s executive vice president and chief merchandising officer. “With the addition of Opalhouse, our guests will have access to more aesthetics than ever, giving them the opportunity to discover items that reflect their individuality and style, bringing joy to their homes in an easy, affordable way.”

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.

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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.