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Target rolls out new home brand with treasure-hunt prices |

Target rolls out new home brand with treasure-hunt prices

Minneapolis – The details look luxe, but the prices aren’t in Target’s latest home brand rollout.

The new private label Opalhouse  collection hit stores and online April 8, with 1,300 pieces across bedding, bath, décor, tabletop and furniture. Most merchandise is priced under $30, and larger goods like love seats and area rugs are given value pricing.


In many Target stores, Opalhouse shares the center display area for cross-merchandising home with the Hearth Hand With Magnolia brand that debuted last fall. There are also endcaps on the bedding and bath aisle showcasing Opalhouse.

In basic soft home categories, the brand debuts with two percale sheet set options (solid or print), a core solid color towel and several fancies, a cotton bath mat and a nylon bath rug.

The fashion bedding assortment includes six comforter sets, nine print duvet cover sets, nine quilts (either cotton or poly velvet), pillow shams and throw blankets. Bath rounds out with shower curtains and accessories. The textiles collection also includes area rugs, dec pillows and outdoor pillows.

The full assortment encompasses furniture (with velvet upholstery in the spotlight for the rollout), lamps and lighting, wallpaper, wall décor, kitchen and dining, and patio and garden.

Designed for mixing and matching, Opalhouse speaks to an eclectic vibe. Target’s product development team visited cities in France and Portugal as well as the Spanish island of Mallorca to gather inspiration for the collection.

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