Every year, Target Corp. hosts its Fall National Meeting to help amp up store managers and headquarters employees. This year’s event, held last week at Target Center, featured a live performance from pop star Demi Lovato and a Bollywood dance sequence featuring employees flown in from Target India. It also featured a surprise appearance from Chip and Joanna Gaines, stars of HGTV’s Fixer Upper, to announce their new partnership with Target: a line of home goods and gifts with a “modern farmhouse” vibe.
The announcement comes on the heels of Target’s recent unveiling of four new in-house brands—part of a larger rollout that will include more than a dozen new in-store brands spanning women’s and men’s clothing to home goods. Hearth & Hand with Magnolia will feature more than 300 items ranging from tabletop and home décor to accessories and giftables, with most items costing less than $30. Like Magnolia, the couple’s longtime lifestyle and home brand, the collections features classic, industrial, rustic, and vintage touches.
Unlike many of Target’s designer collaborations, this partnership is ongoing, and will refresh seasonally. The first collection, launching November 5, arrives just in time for holiday entertaining.
The Gainses have always been advocates of giving back to their community, and they continue to do so by kicking off the new partnership with a redesign of the Target House at St. Jude Children’s Research Hospital’s dining room, just before the holidays. Additionally, As part of the partnership, Magnolia will donate time to help local communities and families in need, as well as provide monetary donations through the Magnolia Foundation to support organizations involved in orphan care, youth development, family housing, and community restoration.
“At the core of the Magnolia brand is the desire to make homes beautiful, but with a focus on family and practicality,” says Joanna in a press release. “We want to create spaces that families want to gather in. Coming together with Target not only allows us to design beautiful pieces for people all over the country, it also allows us to help communities in a bigger way than we could have ever imagined.”
Here’s a preview of the collection: