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Target Launches New Decor Line, “Made By Design,” Aimed at Millennials

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Retail giant Target is taking aim at millennials with its new home décor and accessories line, Made By Design. Made By Design’s tagline reads “Everyday ingenuity that’s a joy to use.” The new line invokes a clean, simple aesthetic that is affordable and pleasing to the eye.

Launching both online and in stores on June 23, 2018, Made By Design features over 750 items, organized into six different categories: Home Décor, Furniture, Bath, Bedding, Organization and Kitchen & Dining. Beginning with items listed for as little as $2, most products stay under the $30 mark. While much of the furniture is more expensive, it’s not priced out of reach for young professionals and first-time home dwellers.

Affordable home decor items and accessories are just a sampling of Made By Design’s offerings, launching June 23.

The new line addresses shoppers looking to furnish, update and add to their first apartments and new homes. To determine its core audience, Target invested heavily in research about shoppers’ spending habits in the home department. Findings showed that shoppers would purchase some decorative items but purchase larger items and home furnishings at other prominent retailers like Kohl’s, Bed Bath & Beyond, Walmart and IKEA.

Made By Design, the new home decor line for millennials, includes home furnishings.

Home Furnishings represented 19 percent of Target’s annual revenue in 2017, and the retailer aims to increase that number with this new line. Target spared no expense in researching the kind of basic product designs and features customers wanted most in their homes. The company claims that developing this product line was “the most extensive guest research [they’ve] ever done.” It’s an investment that stands to have big payoffs, with 75 million millennials in the US now wielding spending power.

The goal of the new line is to increase market share and capture guests who might spend their dollars elsewhere for the majority of their home accessories and décor. According to the organization, “guests – especially those establishing their first homes – crave quality everyday items that will simplify their lives and complement their ever-evolving style – all without compromising affordability.”

Affordability is a huge component to Made By Design. Everyday ingenuity is present in everyday items, like $2 to $11 stemware, bakeware beginning at $7, and dinnerware for under $20. Solid color bedding sheet sets are reasonably priced and fit the back-to-basics aesthetic. Rugs in solid colors and simple designs also fall into line with the overall look and feel of the collection. In addition, matching organizational bins and boxes cater homeowners who want to keep things simple.

Home Organization is one of the six categories in the new Made By Design line.

Under the direction of Mark Tritton, executive vice president and chief merchandising officer who joined the company in 2016 after serving as president of Nordstrom Product Group, a group of in-house designers were directed to create the line. “Made By Design is the ultimate expression of our DNA – a commitment to democratization of impeccable design,” he said.

Target is betting a lot on the success of the Made By Design product line. It is one of three new product lines that CEO Brian Cornell promised in the 2017 annual report letter that are “on pace to generate more than $1 billion each in annual sales.” Reaching millennials may prove to be tricky. According to the marketing company Kissmetrics, 89 percent of millennials trust recommendations from friends and family more than claims by the brand.

The new line will join Target’s classic Threshold furniture and furnishings product line, which reportedly does $2 billion in sales a year, as well as its mid-century modern Project 62 line. The Made By Design looks are designed to seamlessly blend with all its other home product lines, such as Hearth & Hand with Magnolia.

Which Made By Design products are you excited to check out on June 23?

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