Dive Brief:
- Target is debuting a new bedding collection with Jeremiah Brent, interior designer, author and home expert featured on Netflix’s “Queer Eye,” the retail giant announced Wednesday. The collection will be available in about 1,800 stores and online starting Sunday.
- Items cost between $30 and $119, but the majority of the collection is priced below $100, according to the press release. It features an “elevated and timeless aesthetic” with clean lines, neutral colorways, and natural patterns and textures.
- The collection features more than 80 bedding items, including sheets, duvets, comforters and blankets, and ranges from twin to California king sizes.
Dive Insight:
Target’s collaboration with Brent falls within the retailer’s stylish affordability focus.
In a Q3 earnings call, Target's chief commercial officer, Rick Gomez, noted that its customers, “are choiceful, stretching budgets and prioritizing value… They want quality and price to coexist, something we do particularly well through our balance of must-have national brands, our exclusive owned brand portfolio and our curation of emerging brands.”
With its new home collection, the retailer aims to offer shoppers “beautiful options to fit any budget,” the release noted.
“We're thrilled to work with Jeremiah Brent because he has an incredible ability to help people easily create spaces that are elevated, intentional and beautiful,” Mara Sirhal, senior vice president of home merchandising at Target, said in a press release. “This bedding collection brings together inspiring, high-quality design at an exceptional value — both of which are core to who we are.”
The newest collection follows a broader focus on offering new merchandise at accessible prices. Last March, the company announced plans to refresh its gaming, sports, toys, and home categories; integrate more beauty products; bolster its private brands; and grow its brand partnerships. Earlier this month, the retailer said it would expand its wellness offerings by 30%, including new protein products, nonalcoholic beverages, performance apparel and other goods, most of which will be priced below $10.
In December, Jefferies analysts noted the long-term potential of Target’s efforts to balance new, distinctive merchandise with lower prices, while allowing Walmart to remain the leader in low-cost goods.
