Joanna and Chip Gaines Launch New Target Furniture Line
Joanna Gaines practically single-handedly turned farmhouse style into one of the past decade’s biggest interior design trends, so it’s only natural that the Fixer Upper star is now releasing her own line of furniture at Target. Gaines first launched the “Hearth & Hand with Magnolia” line with husband Chip in 2017, offering several collections of home decor and accessories, but this most recent introduction of larger pieces takes it to a whole new level.
The new furniture collection features about a dozen pieces, including dining tables, chairs, benches, coffee and console tables, accent stools, and a mirror. Each of these, as you might expect, is modern and clean while nodding to the heritage and craftsmanship of traditional styles. Each piece will also be priced under $400, making them a lot more accessible than similar furniture at other retailers.
Standouts include the Shaker Dining Table ($399.99) and its accompanying chairs ($89.99 each), the Metal & Wood Accent Bench ($189.99), which pairs light Scandinavian-style wood with a black or green metal base, the Hairpin Accent Table ($79.99), and the Shaker Accent Stool ($69.99).
The collection just launched on December 26th, but it’s already so popular, many styles have sold out. It’s online-only for now, but Target says you can expect to see many of the pieces at local stores as the spring months arrive. Their latest Magnolia decor is already in stores, however, and it includes a range of objects and textiles in faded, lived-in neutral shades.
“After the holiday hustle, our guests are craving a calm, organized environment,” explains Jill Sando, Target’s Senior Vice President and General Merchandise Manager for Apparel, Accessories, and Home. She adds that “our spring Home collection is bursting with new Target-exclusive pieces, including Hearth & Hand with Magnolia’s first foray into furniture. With tons of crisp whites, soft neutrals, natural textures and hand-painted floral embellishments, our guests can transform their everyday spaces into quiet retreats. It’s an adorable refresh for their homes and a breath of fresh air to start the New Year right.”
The collection draws on the modern farmhouse style for which Chip and Joanna Gaines have become so famous. Curbed calls it “The Fixer Upper effect,” noting that the couple’s HGTV show has also spawned a checklist of decor items ranging from white shiplap paneling and wide plank floors to apron sinks and barn-style lighting.
Essentially, the style takes elements from tried and true classics, freshens them up, and adds some industrial elements for a contemporary edge. It’s warm and comfortable, and more importantly, it’s all associated with higher-quality materials and skilled craftsmanship. Whether that will still be true when the pieces are mass-produced at low price points remains to be seen.
Since making it big on HGTV, Chip and Joanna Gaines have launched their own lifestyle brand, Magnolia, which encompasses everything from home decor to a pair of restaurants in their hometown of Waco, Texas. This year, it will expand to include their very own television network of the same name, which will take the place of the DIY Network as part of the Discovery family of networks.